Advertising Campaign of McDonalds Case Study Example | Topics and Well Written Essays - 2500 words

Advertising Campaign of McDonalds - Case Study Exampleand social issues.First of all, there was a rapid upsurge of public interest to the intelligent lifestyle,and together with this tendency there was one more - McDonalds was gradually becoming a symbol of unhealthy eating that causes problems with health and obesity.At the end of the XXth century, Atkins Diet gained a great amount of adherents,and it also affected the reputation of the fast-food giant, as people were becoming increasingly more concerned as for the volume of fat and carbohydrates,and in number of calories in their everyday meals, and surely, Big Macs, hamburgers,soft drinks with lots of sugar and French fries proved to be champions as far as the content of bad calories was concerned.Though the companies that were competing with McDonalds could not boast to serve healthier food, yet because McDonalds was the most popular chain of fast food restaurants,it played a trick on the company qualification it a collective s ymbol embodying all the negative sides of eating junk.It cannot be overlooked that with the worlds businesses becoming global and the emergence of various anti-global movements that blame multinational corporations for exploiting people and poignant the economy of the developing countries, McDonalds has also become a symbol of the worlds corporate evil that attempts to catch the entire planet into its vicious net.In 2002, the American president G.W. Bush started an anti-obesity campaign that include propagating healthy food among schoolchildren and their parents, and in the course of this campaign the direct connection between eating junk food and obesity was being pinpointed. As a result, there was a significant decrease in the number of McDonalds customers, and many of its restaurants were closed.It was also stressed that there had been a decrease in the number of green people visiting McDonalds, and as soon as the companys analysts noticed that the ratio of teenagers and young people among their customers was decreasing, Im lovin it advertising campaign was launched.Taking into account all the above said, this novel advertising campaign was meant to enhance the image of McDonalds so that to deal with the crisis the company found itself in. In contrast to the 2001-2002 campaign that targeted mainly children and family audiences (Happy Meal, Ronald McDonald, playgrounds for children, toys, balloons, birthday parties etc.), the new global task for McDonalds was to attract young people and teenagers.McDonalds advertising campaign whose slogan has become Im lovin it was launched in 2003, and proved to be a significant uncovering as far as the companys branding is concerned. This slogan