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McDonald’s Plays “Favourites” Again

Filed under Advertising, Branding, Global Burgers, Nutrition, Promotion

opted last year to keep “I’m lovin’ it” as its global ad slogan, but if the chain rethinks that decision, “There’s a McDonald’s for everyone” is in the running. That’s the positioning used in the “Favourites” TV campaign in the UK, created by Leo Burnett/London.

The first commercial, in October 2009, was built around a poem. A follow-up was made for the World Cup and a third celebrated McDonald’s network of local suppliers. The latest “Favourites” entry is a delightful showcase of the diversity (by age, ethnicity, demeanor and other criteria) of the chain’s clientele keeps “There’s a McDonald’s for everyone,” but replaces all other words with music. Appropriately, the commercial (at left) is titled “Symphony,” and it’s worth both a listen and look.

◙ In Australia, Favourites is in the news as well. But there it’s McDonald’s controversial “Favourites Combo” meal that includes a Big Mac and a cheeseburger plus medium fries, a medium soft drink and a chocolate sundae. The meal’s grand total is 1,623 calories and 68.5 grams of fat. The meal has outraged some nutritionists, with one quoted in the Australian press as calling the meal “completely irresponsible and ridiculous.”

I felt so American, but the brouhaha reminded me of “Crocodile Dundee.” I wanted to say “That’s not an irresponsible burger. This is an irresponsible burger” and point to Chili’s 1.901-calories Smokehouse Bacon Triple Cheese Big Mouth Burgers with Jalapeno Ranch Dressing. That’s 138 grams of fat. Without fries.

◙ Is Carmen Lomana the Kim Kardashian of Spain? Carmen’s wee bit older (63) and is a well-known socialite whose circle of friends goes deeper than NBA bench players. But, like Kim, Carmen’s not afraid to take a bath for the sake of a good fast-food meal. 

A Crispin Porter + Bogusky commercial for the Tendergrill Chicken burger now airing in Spain features Carmen bathing with the Burger King himself, who discreetly looks away and plays his harp. All in good taste.