Lost that ‘lovin’ feeling? McDonald’s is trying to get you back

McDonald’s wants to bring back that loving feeling. As the world’s biggest hamburger chain fights to hold onto customers, the company on Friday unveiled a new marketing strategy and ads it says will emphasize the “love” in its long-running “I’m Lovin’ It” slogan. As part of the push, McDonald’s released TV ads it says will begin airing this week, including an animated video where the Joker and the Batman, a mail man and a dog, a blue donkey and red elephant and Smurfs and Gargamel show affection to each other and share McDonald’s products. The upbeat spot ends with the words “Choose Lovin’, ” encompassed by a ring of hearts.

Lately, the balance of lovin’ and hatin’ seems off. Who better than to stand up for lovin’ than McDonald’s?

Deborah Wahl, chief marketing officer for McDonald’s USA

The push to identify itself with love and positivity in the minds of customers comes at a challenging time for McDonald’s, which is facing shifting eating habits, intensifying competition and growing calls by workers and labor organizers for higher pay and a union. Sales for its flagship U.S. division have continued to struggle even after McDonald’s replaced its president twice in less than two years. In November, sales fell 4.6 percent at established U.S. restaurants. As part of the strategy announced Friday, McDonald’s is also rolling out new uniforms for workers and packaging for its food that features images of popular items like Big Macs against a white backdrop.

What does loving have to do with how McDonald’s is going make my experience better?

Allen Adamson, chairman of brand consulting firm Landor North America

mcdonalds Business