The new ad campaign, rolled out at the beginning of the year shows iconic characters, like Batman and Joker, Dorothy and the Wicked Witch of the West, the Republican elephant and Democrat donkey and others, finding common ground while enjoying McDonald’s products.
“We recognize, and our customers do too, all the negativity that surrounds daily life and we are choosing to celebrate lovin’ more,” the fast-food company said in a statement. “McDonald’s is in a unique position to use its scale to bring back the positivity with more uplifting content and conversations in the lovin’ spirit.”
Not everyone, however, sees the value in the advertisement. Allen Adamson, chairman of Landor North America, a brand consulting firm, said McDonald’s is trying lift sales by equating its brand with an uplifting emotion and the idea that it “sits above the quality of its food.”
“What does loving have to do with how McDonald’s is going make my experience better?” he asked.
McDonald’s has been struggling with sales since October 2013. A marked decrease in sales in November was the worst sales performance in the United States in more than 13 years. According to the Chicago Tribune, the company is under pressure from its continuing sales slump.
Changes in the way that American’s look at fast-food establishments, working conditions, nutritional value and fresh ingredients have all contributed to decreased sales and a move toward trendier dining experiences. Other, traditional fast-food chains have also seen slumping sales figures.
Deborah Wahl, Chief Marketing Officer for McDonald’s in the United States, said, “McDonald’s is moving from a philosophy of billions served to billions heard. We are listening more and assuming less.”
In addition to the “lovin” campaign ad, McDonald’s released ads featuring iconic food products such as the Egg McMuffin and Big Mac. New uniforms for employees, who look as good as models on bubblegum casting, and updated restaraunts are scheduled for 2015 but whether the changes represent a shift in the philosophy of the company or an attempt to rise above the current reputation the company has, remains to be seen.
