McDonald's ads to focus on food

Marketing 02-Aug-06

McDonald's has pledged to continue its 'I'm lovin' it' campaign despite concerns that the framework was too restrictive.

Speaking at the announcement of the company's second quarter results
last week, chief executive Jim Skinner said it was looking at the 'next
generation' of the campaign. However, he said there would be a greater

focus on food.

Skinner added that the UK market was improving, despite the media's
continued focus on obesity. He claimed that McDonald's response, which
included a website and activity intended to challenge misconceptions
about working at the fast-food chain, had been successful.

He said the firm would continue to develop healthy products to drive
sales, pointing to the launch of a pasta Happy Meal in Australia as
evidence of its commitment to healthy eating.

However, the response to the introduction of healthier items to its UK
menu has been disappointing (Marketing, 26 April).