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McDonald’s Abandons ‘You Deserve a Break’ Rights

Keith Reinhard, the legendary ad man who created “You deserve a break today” in 1970, recently recalled that a McDonald’s exec asked how long he thought the campaign would last. “I said, ‘You should stop running this campaign when people no longer deserve a break,’” Reinhard, now chairman emeritus of DDB Needham, told Advertising Age.

[...]

McDonald’s Tells Its Story with Puppets in Norway

For all its talk of a new commitment to digital media, McDonald’s isn’t afraid to embrace an old-fashioned medium to tell its product-quality story.

In Norway the chain has aired a four-minute puppet show TV commercial about the chain’s relationship with local farmers who provide its ingredients. The long version was slated to air [...]

McDonald’s Equation: Lovin’ > Hatin’

McDonald’s Corp.’s new twist on its 11-year-old “I’m lovin’ it” theme will be an equation: “Lovin’ > Hatin’.”

The Wall Street Journal, which broke the story about the campaign last week, suggested that the tagline would be “Lovin’ Beats Hatin’,” but the phrase McDonald’s will use is slightly different. What the company filed U.S. federal [...]

Restaurants Lose Ad Spending Swagger

Even the millions of dollars McDonald’s spent in Q2 in support of its World Cup sponsorship couldn’t stop the restaurant category’s continued slowdown in advertising spending. Through the first half of 2014, restaurant spending was up just 0.4% (to $3.37 billion) compared with last year’s first half, according to data from Kantar Media. Restaurant spending [...]

Three-Unit The Rail Explains Itself on TV

Last October, BurgerBusiness.com interviewed Mike Mariola, an Ohio restaurateur who had opened a burger bar, The Rail, in Fairlawn, Ohio, and was working on two more locations (north Olmsted and Canton). Those three restaurants now are open and humming and The Rail on September 8 launched its first TV advertising.

The Rail is [...]

Fewer LTOs Slows Restaurant Ad Spending

Restaurants reined in advertising spending in 2014’s first quarter after significantly exceeding the average throughout 2013. According to Kantar Media, total U.S. advertising expenditures (all businesses) increased a surprisingly strong 5.7% to $34.9 billion in the first quarter.

However, restaurant spending in Q1 increased just 1.9% to $1.678 billion. That ended the industry’s year-old streak [...]

Burger King Adopts ‘Be Your Way’ as Ad Slogan

Burger King’s 40-year-old “Have It Your Way” slogan has morphed into a new positioning, “Be Your Way,” that the company says better fits the times and the brand.

The new tagline begins appearing this month.

Fernando Machado, SVP_Global Brand Management, told BurgerBusiness.com that the new tagline is the result of a company reexamination of [...]

Can the Diner Reinvigorate Restaurants?

www.youtube.com/watch?v=qmviqUsyOWo”>Another

Two new marketing campaigns that draw on the timeless appeal of the American diner manifest the restaurant industry’s current malaise and perhaps provide its remedy as well.

McDonald’s American Vintage campaign in Japan celebrates the iconic diner.

The latest NPD Group/CREST data shows that the restaurant business—here and in several other countries—has hit the [...]