Fast-food giant McDonald's has begun a renewed focus on its "I’m lovin’ it" tagline in the US, first introduced in 2003, as it seeks to inject more "positivity" into its advertising and marketing.
The brand rolled out a US TV ad on Saturday featuring the tagline. It is also refreshing staff uniforms, packaging, and signage in restaurants as part of a "new brand vision."
McDonald’s said the theme will also inform how it engages customers. The animated spot, created by Leo Burnett, shows enemies becoming friends and spreading positivity by, for example, sharing a McDonald’s meal.
Announcing the campaign, McDonald’s CMO Deborah Wahl said: "We’ve made some changes about how we engage, knowing that engagement leads to customer experience."
"McDonald's is moving from a philosophy of 'billions served' to 'billions heard,’" she explained. "Today, we are working harder than ever to evolve with our customers - we're on a journey to change the relationship and the conversation - we are listening more and assuming less, asking more and getting answers."
Wahl added that the business was looking to create more "transparent" dialogue with customers, beginning with its "our food: your questions" campaign, which has received 20,000 queries. It was answering these with "actions," she said, for example by adding a customization platform in the US and healthier options for kids.
The tagline has been at the heart of the business for 10 years, and McDonald’s will use it as a platform for its marketing this year. It will "reignite" the positivity in its messaging over the next few months, she added.
McDonald’s confirmed the campaign is US-focused, and it has no plans to roll it out to the UK.
This story originally appeared on the website of Marketing.