McDonald's - how advertising helped deliver the marketing success story of 2003 and 2004

Leif Stromnes

In 2002, McDonald's was in crisis following a decade of declining sales trends. Myths concerning the poor quality of the food abounded and the corporation was held up as the caricature of an obesity-ridden fast food Americanised culture.

McDonald's – how advertising helped deliver the marketing success story of 2003 and 2004

EXECUTIVE SUMMARY

McDonald's is recognised as a truly global superbrand, with one of the most established images in the world. But when that strength of brand image becomes indelibly associated with an outmoded, undesirable, unhealthy product, turning the situation around is no mean feat.

In 2002, McDonald's was a business in crisis following a decade of declining sales trends. Myths concerning the poor quality of the food abounded and the corporation was held up as the caricature of an obesity-ridden fast food Americanised culture.

Over 2003–2004,...

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