MCDONALD'S RESUMES HOCKEY CARD PROMOTION
By Adnews Staff
McDonald's Restaurants of Canada is in the midst of its annual NHL hockey card promotion. Each year the chain offers a set of collectible NHL hockey cards for sale at its restaurants across Canada. Advertising supporting this year's promotion incorporates the company's new "i'm lovin' it" theme which launched earlier this year. A 30-second television spot called "Last Card" hit English and French-language airwaves late last month. The spot tells the story of a father reminiscing about when he was a kid collecting hockey cards. The ad focuses on his own son's search to find the "Last Card" for the son's collection. Television advertising is being supported with in-restaurant merchandising which features the tagline "Save 'em, trade 'em." Advertising for the hockey card promotion was created by Cossette Communication-Marketing.
In related news, McDonald's of Oak Brook, IL, has introduced a new global packaging design said to be inspired by its "i'm lovin' it" positioning. The packaging was created by design agency Boxer of Birmingham, England. It features photographs of people enjoying simple pleasure's such as listening to music, playing soccer and reading to children. The new packaging will initially appear on adult bags and cold cups in McDonald's restaurants in Canada, the U.S. and Latin America beginning next month. New packaging for children's Happy Meals will follow, launching in March. By late 2004, all 30,000 McDonald's restaurants worldwide are expected to have launched the new packag