McDonald's Corporation: Big Mac campaign

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.

McDonald's Corporation: Big Mac campaign

Mariko Fujinaka

Overview

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 3,0 bun." The campaign ran only briefly due to limited national popularity. A franchisee, however, adopted the campaign and ran it regionally, where it met with great success. The "Big Mac" campaign was resurrected for national television and was well received the second time around. The slogan made advertising history and continued to appear in McDonald's advertising through the 1990s.

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