In addition to the usual media such as television, radio and newspaper ads, the company makes significant use of billboards and signage, and sponsors sporting events ranging from Little League to the FIFA World Cup and Olympic Games.
[4] Its TV ads, showing various people engaging in popular activities, usually reflect the season and time period.
Continue paying your mortgage and buying expensive train sets ... by simply licensing the Top Tips concept to a multinational burger corporation.
"[citation needed] In 2003, a ruling by the UK Advertising Standards Authority determined that the corporation had acted in breach of the codes of practice in describing how its French fries were prepared.
[6] In 2013, McDonald's encountered controversy around negative racial stereotypes when the fast-food restaurant tested one of its ads in Germany for the resident Mexican population.
The problem was that not all of these terms are of Mexican origin; rather, "olé" is a typical expression of southern Spain, while the Latin Times claimed that chili con carne is a Texan dish.
The reason cited for ending the deal was due to a portion of the podcast being dedicated to clips honoring, "Cool Guys".
[12] In the 1970s, McDonald's began to diversify their target audience towards the back end of the civil rights movement at the time.
[15] Additionally, McDonald's also introduced the "Get Down" campaign which was a popular dance move, get down, in the African American culture at the time.
As McDonald's was mainly a "white-dominated" agency at the time, it seemed that even though they were attempted to make good with these ad campaigns, they only really achieved appearing "racially naive" and also heavily relied on fraught stereotypes rather than actual information (Charlton McIlwain 2015).
It was created by Heye & Partner, McDonald's agency based in Unterhaching, Germany, near Munich, and a member of the DDB Worldwide Communications Group.
It was the company's first global advertising campaign and was unveiled in Chicago on June 12, 2003, and launched in Munich on September 2, 2003, under the German title ich liebe es.
In January 2007, after a public casting call which received 15,000 submissions, McDonald's selected 24 people to appear as part of the campaign.
[17] Images of those chosen, taken from September to December 2006, who had submitted a story and digital photograph which "captured ... themes of inspiration, passion and fun" appeared on McDonald's paper bags and cups worldwide.
McDonald's also updated their menu boards with darker, yet warmer colors, more realistic photos of the products featured on plates and the drinks in glasses.