McDonald's Corporation: Big Mac campaign
Mariko FujinakaOverview
McDonald's Corporation survived the fast-food industry's growing pains in the 1960s and by the 1970s had asserted its position as a major corporation and market leader. The company grew rapidly and by the mid-1970s boasted more than 3,000 stores nationwide. Part of the restaurant chain's success was due to the popular national advertising campaign "You Deserve a Break Today" that was launched in 1970 and established McDonald's mass-market image as a convenient, clean, and fun restaurant for the entire family to enjoy. The campaign broke numerous advertising conventions. Food service was rarely...