Magazine article Marketing

50 Years of Fame: Brandfame - McDonald's

Magazine article Marketing

50 Years of Fame: Brandfame - McDonald's

Article excerpt

The often vitriolic media coverage that McDonald's has received recently might have led the average consumer to believe it is a brand in crisis.

But although the brand has vocal critics, McDonald's' most recent global figures showed a 5% increase in sales since the start of the year.

Founded in the US in the same year as ITV started broadcasting, the fast-food firm has more than 1200 outlets in the UK.

One of the reasons for its success is its knack of creating relevant TV advertising that reinforces its position as part of our social fabric - some feat for a brand that has only been present in the UK for 30 years.

McDonald's' TV strategy has always been to focus on building its long-term reputation, consistently invest in the medium and take a flexible approach to creative so it can respond to local events and feedback. Although many of its ads carry specific short-term offers, they still reinforce the brand's long-term proposition of good value.

That consistent message goes right back to its first UK campaign on ITV, which concentrated on promoting the values that remain at the heart of the brand: quality, service, cleanliness and value.

The 'There's a difference' ads, which flagged up these attributes, ran from 1974 until 1980 and served to reassure a wary British audience about the US newcomer to the high street. …

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