I'm lovin' it

created by JoeBaldwin

(idea) by JoeBaldwin (1.2 y) (print) ? (I like it!) Sun Jan 18 2004 at 22:31:10

"I'm Lovin' It" is the McDonald's Corporation's new PR offensive. Ronald McDonald has been reduced to a cartoon, Justin Timberlake has been hired for adverts and the chain is trying to push a new "healthy" image.

Recent adverts have involved dancing elderly people, gigantic flying burgers and...Chris Eubank. Whether Chris Eubank, an extremely healthy boxer, is the correct person to be representing a fast food chain which produces lard-filled meals by the dozen is yet to be decided upon, but in general this idea of promoting the clean, healthy, spiffy-to-the-very-core Maccy D's is a good idea.

It's to try to win over the "modern consumer". The modern consumer has read Fast Food Nation cover to cover, read all about the McLibel trial, has pored over every bit of nutritional information available about McDonald's food. They want to see a radical shakeup in the way the Golden Arches are run, and the "I'm Lovin' It" campaign is a way of getting through to these people the (probably not entirely true) message "Hey, we've changed. Our kitchens are clean, our staff are well paid and eating a Big Mac isn't going to kill you. Come eat some burgers". It's also a way of getting through to the youth, who probably prefer a local fast food store or some other place that's not fronted by a clown.

The campaign seems to be successful, and McDonald's profits are going up a little, if not by much. But time will tell just how successful it will really be in an era of rude boys and yuppies.

As an aside, I found the following glued to a wall at my school. The note is gone now, but it went something like:

15% raccoon
3% beef
2% roadkill
80% cholesterol

All in your new BIG MAC
I'm lovin' that!

I couldn't stop laughing for a full 5 minutes.

printable version
chaos

McLibel	rude boy	Every vegetable we grow is a blow against global capitalism	"God" billboards
'I'm crushing your head!' error appears after leaving open a pop-up slider	Tiresome	Would you like fries with that?	October 5, 2005
It	Propaganda	What the hell is Grimace, anyway?	Butterfinger McFlurry
IN THE GRIM FUTURE OF HELLO KITTY, THERE IS ONLY WAR.	Erwin Rommel	McDonald's	Justin Timberlake
Yuppie	Destiny's Child	McJob	Richard Dawkins
clean	Crash Test Dummies

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