MCDONALD'S BEGINS NEW CAMPAIGN IN GERMANY
By Adnews Staff
McDonald's of Oak Brook, IL began a new global marketing campaign in Germany yesterday. The campaign uses the tagline "I'm lovin' it," developed by Heye & Partner of Munich. It includes five television commercials using 12 languages. Three of the commercials are general brand ads, one promotes McDonald's French Fries and the fifth makes use of the Ronald McDonald character. Several of the English-language ads will include vocals and appearances by pop singer Justin Timberlake. The advertising will roll out to other countries worldwide by the end of the month. The release date for Canada and the U.S. is Sept. 29. The "I'm lovin' it" theme will also be incorporated into promotions, public relations, restaurant merchandising and overall brand communications in individual countries.