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McDonald's tries new ads
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October 2, 1997: 1:45 p.m. ET
"Did somebody say McDonalds?" campaign aims to trigger cravings
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NEW YORK (CNNfn) - With rivals nipping at its heels, McDonald's launched a new advertising campaign Thursday that tries to appeal to people where it really counts: their stomachs.
The ads aim to capitalize on people's appetites for the fast food when they hear mention of the name, said Brad Ball, senior vice president of marketing at the company.
"Customers will connect with the advertising because it presents situations that everyone has experienced, where the mere mention of McDonald's triggers cravings," Ball said.
DDB Needham Chicago engineered the campaign, the company said.
In one ad, an office worker is overwhelmed by requests when he offers to bring back lunch for his colleagues. In another, morning commuters persuade their bus driver to make a pit stop for Egg McMuffins.
The food chain suffered a setback recently when its Arch Deluxe sandwich bombed after a campaign targeted at adults failed to generate sales.
Arch rival Burger King also has taken aim at the chain with a new hamburger called the Big King.
McDonald's reorganized in July in order to regain market share it has lost to competitors.
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