The Parisian agency for the French supermarket chain Intermarché tells a charming story. To the sounds of Marcel Mouloudji's chanson "L'amour, l'amour, l'amour", the adolescent protagonist tries to impress the beautiful cashier. And along the way, he turns from a fast-food philistine into a culinary connoisseur.

https://www.youtube.com/watch?v=Z8j00QwD9I8

Wonderful!

Side note: It is not entirely clear why YouTube displays advertising banners as compensation for the music copyright holder. After all, he should have already been paid by the agency for the use of his title. Perhaps the license only applies to France. Or perhaps the agency has failed to reverse the music recognition process automated by YouTube. If you know more: Feel free to post in the comments. (hae)

Snacks In Germany, Corny is the clear number 1 and now Hero is launching the cereal bar in Switzerland. Inhalt & Form created a romantic TV commercial, the website and the accompanying promotional measures. Over the past eight years, Hero Switzerland has adapted the German commercials as required. Now, for the first time, the company has produced its own TV commercial again, as Jürg Meyer at Inhalt & Form is pleased to report. The agency won Corny's communication budget in a competitive presentation. The commercials were shot by Rosas'n'Co in South Africa.

Declining sales triggered an image alarm. A global advertising campaign made in Germany is repositioning McDonald's as a lifestyle company and the McDonald's board in Oak Brook (Illinois) has realized that global growth in the fast food segment is slowing down. That is why, according to Larry Light, Vice President and Global Chief Marketing Officer of the hamburger roaster, everything is now being put to the test. The first results: Almost everything will be different - the uniforms, staff motivation, menus, packaging, décor, merchandising, image and overall communication. McDonald's is embarking on a "blitzkrieg" against a stale image and sluggish sales and is digging deep into its coffers to do so. The German agency Heye & Partner is one of the first winners in McDonald's global audit program: under the leadership of Jürgen Knauss, the advertising agency from Unterhaching won what was probably the biggest pitch of the year. McDonald's tender was disguised as an ideas competition among its top 15 agencies worldwide.
Heye was awarded the contract on June 11. The campaign had its world premiere in Munich on September 2. The fast pace of the repositioning was set by the reactivated McDonald's CEO Jim Cantalupo together with his Global Chief Marketing Officer. Light, former manager at Arcature and BBDO Worldwide, said in Munich that McDonald's would develop into a lifestyle company and that the image had to be charged with popular culture. Because: "Great brands only survive if they change. And we will change."
Sung declaration of love
MTV Award winner Justin Timberlake as a singing and playing testimonial as well as hip-hop and rap music set the pace for McDonald's new brand identity for the time being. The new global claim "I'm lovin' it" is communicated in five TV commercials. It is written in lower-case letters, converted "global-local" into twelve different spellings (German: "ich liebe es") and applies to 119 McDonald's countries with immediate effect.
"I'm lovin' it": McDonald's customers need to say this sentence with conviction again, demanded Russ Smyth, President Europe. According to the former PricewaterhouseCoopers manager, the top priority is not to forcefully present two or three brilliant quarterly results after a low. Satisfied customers instead of unrestricted growth is now the motto. This is why McDonald's decided to change its strategy back in January.
Under the term "Rolling Energy", the fast-food multinational has for the first time developed a globally integrated marketing plan for the next two years in addition to its first worldwide advertising campaign.
And so McDonald's wants to conquer the world with its new declaration of love "I'm lovin'it":
- In Austria, 1.5 million cell phone owners will receive a free cheeseburger if they text back "I love it".
- Millions of Japanese will be able to see the new commercials non-stop on big screens in places all over Tokyo.
- In China, the restaurant staff are supposed to perform dance moves in front of the guests to match the TV commercial music.
- In Russia, there will be a parade on Red Square and children from all over the country will play in a football tournament.
Insiders assume that the new campaign, including the repositioning of the brand, will cost at least 350 million euros worldwide. In Germany alone, McDonald's main European market, 51 restaurants are to shine in the new design, which was developed in France, before the end of this year. And: the staff must be committed to the new slogan. The employees should actively exemplify the new claim. In plain language: the success of the new campaign will secure their jobs.
On September 29, the mega McDonald's campaign made in Germany launches in the United States. And when the new McDonald's singer Justin Timberlake performs on tour in Munich on November 19, more and more people from the overall target group will understand that the American concept of a lifestyle restaurant has more to do with a "feel-good youth club with excellent staff".
The global campaign launched at the beginning of September aims to position McDonald's as a lifestyle company.
Heye & Partner GmbHThe owner-managed full-service agency in the DDB network is based in Unterhaching near Munich and was founded in 1962. The CEO is Jürgen Knauss. It has 328 employees in Germany and achieved a BBE of 253.5 million euros in 2002. Its clients include Esso Deutschland, Eckes Granini, Johnson & Johnson, Karstadt Warenhaus AG, Löwenbräu, Molkerei Alois Müller, Montblanc and Quelle AG. (pe)
Peter Ehm