[NOTE: This is the 2010 promotion. To see the 2012 “Great Tastes of America” commercial, click here.]
General Motors famously summarized American culture as “Baseball, hot dogs, apple pie and Chevrolet.” In England, McDonald’s now is evoking the American personality with images of football, “Baywatch”-style lifeguards, monster trucks and Mardi Gras paraders.
These icons are presented in the 30-second TV commercial that launches McDonald’s fourth annual “Great Tastes of America” promotion in the UK, a five-week program involving the introduction every Wednesday of a new American-themed burger. The campaign, created by agency Leo Burnett, began last week with the addition of the New York Special burger. By my count (and hey, who else is counting?) this is McDonald’s fourth burger named for New York in the past year, joining the NYCrispy, New York Supreme and New York Burger on menus outside the U.S. That doesn’t count the cupcakes named for New York City neighborhoods that McDonald’s added in Germany. The New York Special’s toppings are onion, shredded lettuce, smoked cheese, bacon and onion mayo. The bun is topped with chiles, chives and sesame seeds.
The next “Great Tastes” burger is the Chicago Supreme with bacon and salsa, joining the menu tomorrow (May 12). Remaining burgers include the New Orleans Deluxe, Miami Melt and, finally, the Texas Grande. A “United Mates” game runs with the burger promotion. Prizes include tickets to see U.S. bands performing in UK venues.