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McDonald's begins Love What's Next campaign

McDonald’s Canada has begun a new marketing campaign called “Love What’s Next.” The campaign is intended to depict how the fast food chain “makes a positive impact when it comes to the planet, caring for communities and food quality and sourcing.” It focuses on company initiatives that include a “pledge” to achieve net-zero emissions by 2050, to source all of its packaging from renewable or recycled sources by 2025, and increased donations to Ronald McDonald House to $70 million over the next five years. It also highlights the company’s “history of feeding and fostering communities.”

The campaign consists of television commercials, online video, digital ads, a Spotify component, e-mail communications, website content, social media activites and public relations. The campaign was developed by Cossette, with media work by OMD and PR by Weber Shandwick.

“We are proud to serve our guests great-tasting, quality food, and we've always felt that our role in Canada goes beyond serving burgers to feeding and fostering our local communities,” said Michèle Boudria, president and CEO of McDonald’s Canada. “We want Canadians to know we remain absolutely committed to living our purpose, every single day, so they can feel good about enjoying the McDonald’s they love for years to come. Today, we're sharing our commitments to take positive action on the things that matter to all of us, and what we're doing to get there.”

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