Magazine article Marketing

Adwatch: McDonald's - 'The Great Escape'

Magazine article Marketing

Adwatch: McDonald's - 'The Great Escape'

Article excerpt

Adwatch is still draped in tinsel. The cash registers rang out at Christmas for some retailers, while for others it was the faint sound of the start of a death rattle.

So let's look down the Adwatch list and see which of the brands is most likely to go down the gurgler first in the Great Depression of 2008. Hang on - McDonald's is on the list. Didn't it go belly-up after Jamie Oliver's Organic Hand-Reared Spatchcock For Every State School Child By 2006 campaign? Surely we erased every last branch from the planet and replaced it with a nice little gastropub?

But no. McDonald's has shown the resilience and entrepreneurial nimbleness of a younger business. It has quietly been changing its menus, putting nutritional info on packaging, refitting restaurants and generally listening to what people want. Soon its distribution fleet will run on biodiesel made from its used cooking oil. In two years, McDonald's share price has doubled while it has helped halve those of Starbucks simply by making good coffee. …

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