After four years of solid growth in ad spending that outpaced other businesses, the restaurant industry pulled back in 2014. The change reflects major chains’ decisions to slow the pace of new menu item introductions as they simplify operations. It also may have resulted from shifting advertising dollars to digital media.
Last year, restaurants spent […]
Well, that didn’t work. McDonald’s Corp. reported a 4% decline in comp sales for February, the month it rolled out the sweet “Choose Lovin’” campaign. Even those who did don’t seem to have chosen McDonald’s as well.
So now what? McDonald’s can either decide it’s in the middle of a two-year “correction” that will result […]
Despite—or perhaps because of—all the attention given digital media in general and McDonald’s embrace of it in particular, it is nice to see the chain celebrating the delights of that clunky, old-school, analog communications medium, the outdoor sign.
A 60-second TV spot titled “Signs” (from Leo Burnett) that the chain began airing over […]
Pal’s Sudden Service likes to be different. The regional burgers and hot dog chain with 26 distinctive restaurants in northeast Tennessee and southwest Virginia is poking fun at the big brands again.
Pal’s latest 30-second TV campaign points out three ways in which it differs from its competitors. One spot notes that Pal’s drive-thru […]
Keith Reinhard, the legendary ad man who created “You deserve a break today” in 1970, recently recalled that a McDonald’s exec asked how long he thought the campaign would last. “I said, ‘You should stop running this campaign when people no longer deserve a break,’” Reinhard, now chairman emeritus of DDB Needham, told Advertising Age.
For all its talk of a new commitment to digital media, McDonald’s isn’t afraid to embrace an old-fashioned medium to tell its product-quality story.
In Norway the chain has aired a four-minute puppet show TV commercial about the chain’s relationship with local farmers who provide its ingredients. The long version was slated to air […]
McDonald’s Corp.’s new twist on its 11-year-old “I’m lovin’ it” theme will be an equation: “Lovin’ > Hatin’.”
The Wall Street Journal, which broke the story about the campaign last week, suggested that the tagline would be “Lovin’ Beats Hatin’,” but the phrase McDonald’s will use is slightly different. What the company filed U.S. federal […]
Even the millions of dollars McDonald’s spent in Q2 in support of its World Cup sponsorship couldn’t stop the restaurant category’s continued slowdown in advertising spending. Through the first half of 2014, restaurant spending was up just 0.4% (to $3.37 billion) compared with last year’s first half, according to data from Kantar Media. Restaurant spending […]