McDonald's attempting brand makeover

McDonald's is really going for the gusto in an effort to shift their brand image. This billboard which ran near Chicago is an interesting concept. It literally grew into an ad. Check out the time-lapse 'making of' video.

In the United Kingdom, McDonald's has just launched a $10M campaign to project an image of freshness, family and local food sourcing. Here's the UK 60-second spot done by Leo Burnett called 'Planting' as part of this new campaign.

Can McDonald's successfully morph their brand into a cozier, healthier, fresher new image? I don't know, but this approach, if genuine, can only help...

"We have grown in confidence and we have to be visible and transparent about who we are and what we do," she said.

"Part of that is putting our head above the parapet, and I would be surprised if someone didn't say something [negative]."

Jill McDonald, chief marketing officer for McDonald's northern Europe

In association with the campaign they also flexed some social media marketing muscles. An example of this would be their hiring of Vox Pops to hit the streets and get some reaction to their new campaign spot from the public.

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