McDonald's USA Announces New Brand Vision

January 02, 2015

Who: McDonald’s Chief Marketing Officer Deborah Wahl unveils a new brand vision supported by the belief that a little more lovin’ can change a lot.

What: McDonald’s is reigniting its famous tagline – “i’m lovin’ it” – by introducing a new platform that puts more focus on lovin’. This new focus will inspire everything we do moving forward, from advertising and marketing to how we interact with customers in restaurants and on social media.

Why: Why not? We recognize, and our customers do too, all the negativity that surrounds daily life and we are choosing to celebrate lovin’ more. McDonald’s is in a unique position to use its scale to bring back the positivity with more uplifting content and conversations in the lovin’ spirit.

When and How: McDonald’s legacy was built on providing special moments for families. Today we’re working harder than ever to evolve with our customers. We’re moving from a philosophy of, “billions served” to “billions heard.”

Our brand’s renewed focus on lovin’ will come to life in ways that inspire people to recognize and celebrate the lovin’ they share with each other every day.

Starting in 2015 our customers will see and feel the difference from the new uniforms our crew members are sporting to new packaging and signage in restaurants, as well as how we engage with them and their communities nationwide.

National TV and digital ads will begin airing Jan. 3 created by global ad agency Leo Burnett and supported by partnering agencies.

In social media, McDonald’s owned channels will be more actively listening and communicating with our customers, much like “Our Food. Your Questions.” that launched in late 2014 to answer questions about our food.

For McDonald’s this is about a journey, and not a destination. Each step along the way will unveil a little more lovin’ across all our efforts and in our restaurants. And each day, we hope to do our part to put just a little more lovin’ in the world because a little more lovin’ can change a lot.

Hear more details on the brand vision from McDonald's Chief Marketing Officer Deborah Wahl in the below video as well as view creative assets.