McDonald's loves "I'm lovin' it!"

Gastronomy McDonald's is continuing its global advertising campaign under the slogan "I'm lovin' it" with 13 new subjects, and the US fast food chain reports that the campaign is a complete success. In the ten key markets, it has achieved awareness levels of 89 among young adults. In addition, the slogan has now become part of everyday language, says Head of Marketing Larry Light. When it was launched a good eight months ago, the campaign by Munich agency Heye & Partner was met with skepticism because the slogan was grammatically incorrect and because the shift from the family idyll to a youthful lifestyle was questioned. The new TV commercials are intended to appeal to mothers and children again. They were realized not only by Heye's mother DDB, but also by the Leo Burnett network.