McDonald’s: Summer, Together & Lovin’ It

McDonald’s is celebrating togetherness in its summer advertising push, which comes at a critical time for the fast food chain because the warmer months are historically its strongest sales season.

As it seeks to entice customers back into restaurants after in-restaurant dining was forced to close in some areas because of COVID-19 restrictions, McDonald’s is celebrating the role it plays in Australians’ lives during the summer holiday period. It has tweaked its slogan of “I’m lovin’ it” to “Together and lovin’ it”, to reflect the effects of the coronavirus pandemic.

McDonald’s chief marketing officer Chris Brown said it was critical for the summer campaign to drive the business forward during such a key period.

“One of my priorities coming in was to ensure that our marketing strategies are as sharp as possible, and making sure that we’re leveraging either consumer truths, product truths, products, insights that we can springboard from,” he said.

“This summer we really wanted to reflect the times that we’re living in. We’ve all been living with COVID and various degrees of lockdown, depending on where you are, but hopefully things are starting to open back up, so we wanted to bring this together in a new platform that celebrates this … idea of togetherness”

Created by advertising agency DDB Sydney, the new campaign, which is running across TV, digital, outdoor billboards, print and social media, showcases the role McDonald’s plays in customers’ lives during the summer, with a variety of Australians shown singing along to Bon Jovi’s Livin’ on a Prayer while going through drive-through or popping into a McDonald’s restaurant for a rest break on a road trip.

Read more via The Australian Financial Review