Kid eating McDonald's (Photo : Reuters)
McDonald's is in a mission to prove that its food is good for the health as it is set to rekindle its "I'm Lovin' It" ad campaign in an effort to raise its declining sales.
Hoping to achieve is to change the perception that McDonald's food is not good for the health, the fast food chain promised to continue working to bring "the McDonald's Experience of the Future to life" for their customers.
CtW Investment Group executive director Dieter Waizenegger told the Wall Street Journalthat McDonald's has an image problem so it needs to "set out a vision of what it wants to be" and to "chart a new course."
In a December 2014 report, the fast food giant attributed the declines to "strong competitive activity" in today's setting with consumers who "increasingly demand more choice, convenience and value in their dining-out experience."
Amid its sharp sales declines every month in 2014, McDonald's posted its worst monthly decline in same-store sales in the United States in more than 14 years in November 2014.
In what it calls "a brand transformation," the fast food chain has unveiled a new marketing campaign that puts emphasis on "love" in order to overturn the declining trend.
The McDonald's ads expanding on the company's decade-old "I'm Lovin' it" slogan have been distributed on television and online. Featured are some odd couples, which include a dragon and a knight and a dragon as well as the Road Runner and Wile E. Coyote having a peaceful conversation over a McDonald's meal.
With the new campaign ads intended to feel more personalized to consumers, U.S. Chief Marketing Officer Deborah Wahl said that McDonald's is "moving from a philosophy of billions served to billions heard."
