Amount Due: Lovin’
Posted: February 5, 2015, 7:40 p.m.
by Katie Vette.
“For your payment today, do you have your cellphone with you? Dial up your mom, tell her you love her.”
Have you been happily surprised by the McDonald’s ads lately? So have I. Starting Feb. 2, McDonald’s employees began asking their customers to pay for their food with a form of “lovin’” instead of money. As of late 2014, McDonald’s has promoted an uplifting company image and has successfully charmed its way back into the hearts of countless people. If you haven’t seen any of the new ads, let’s take a moment for a quick recap:
Freshness
In the past, there has been much speculation regarding the food McDonald’s serves on a day-to-day basis. Today, it is crucial for the food industry to reassure customers that it stands by the farm-to-table movement. We want to know what we’re eating, and we want to know before we take a big ol’ bite out of that Big Mac. Luckily McDonald’s is ready to answer our questions. Grant Imahara (yes, from MythBusters) was sent to factories around the U.S. to answer questions, such as is McDonald’s meat 100 percent real beef, what is this so-called “pink slime” and why doesn’t the McRib have any bones? The answers are more settling than one might think. In McDonald’s we trust.
Community
In another approach to revamp its image, a recent commercial shows McDonald’s restaurant signs with community-oriented messages — from wishing customers the happiest of celebrations to encouraging them in times of tragedy. This commercial reminds us that McDonald’s has been a constant symbol of hope within communities around the world. Props to Leo Burnett for creating these digital ads and planting the idea in people’s minds that McDonald’s cares about something other than ruining their diet.
Choose Lovin’
Why are archenemies such as Freddy and Jason, Dorothy and the Wicked Witch of the West, and even the Republican and Democratic parties’ animals suddenly smitten with one another? Because sharing is caring. McDonald’s food makes even the most dangerous of enemies want to be lovers instead of fighters, duh.
Is it working?
Yes, McDonald’s, you’ve succeeded in making us feel all warm and fuzzy inside, but are your new advertisements increasing sales? It’s hard to tell with the ads still hot off the design board. The fact that same-restaurant sales have not increased since 2013 still poses a bit of doubt. But if McDonald’s Chief Marketing Officer Deborah Wahl has faith, then so do I: “A little more lovin’ can change a lot.”
