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McDonald’s Olympic Menu, Marketing Take Shape

McDonald’s has promised that its menu at the London Olympics will be world-class and now, roughly two weeks before the Games begin, the offerings are coming clear.

Two new LTOs joined McDonald’s UK menu this week and apparently will be among choices athletes and visitors at the chain’s four Olympic venue restaurants can enjoy. One is the Cheddar Deluxe, a new, 655-calorie burger boasting some very British toppings: bacon, grilled onions, tomato chutney, mayo and “Mature Cheddar cheese.” No immature cheeses for the Olympics, mind you.

On the side is another new McDonald’s creation: Cheese & Onion Bites. A Spicy Tomato Dip accompanies a five-piece serving of the crispy, 300-calorie snacks.

The menu introductions come as McDonald’s begins the first phase of the multi-agency “We all make the games” campaign on which the chain says it will spend £10 million. It begins with TV advertising from Leo Burnett London encouraging the host country to get behind the people who will be running or working at the Games (many of them trained by McDonald’s).

A second phase will involve film crews that will appear around the UK to film people watching the Games themselves. People will be invited to upload their own videos and photos to the McDonald’s Facebook site for use in TV and print advertising. A “mood-o-meter” created by agency Razorfish London (which, like Leo Burnett, is owned by Publicis Groupe) will appear on McDonald’s home page to measure the nation’s mood.

A post-Games roundup phase of the campaign will gather images and comments from throughout London to salute those who, hopefully, made the event a success.

A third agency, The Marketing Store, has created a mosaic made of thousands of photos of customers, employees and food grower/suppliers. The mosaic will be shown in McDonald’s restaurants close to Olympic venues.

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