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McDonald's® New Olympic Ad Salutes World Champion Crew

Dec 20, 2001

Just as the Olympic Games recognize outstanding athletic achievements, McDonald's new Olympic ad campaign pays tribute to a world class group of men and women who serve millions of customers every day around the globe.

Called "World," the commercial breaks this week and showcases McDonald's World Champion Crew preparing for their moment in Olympic history. It supports a worldwide crew initiative that will send 400 gold medal crew members from nearly 50 countries to Salt Lake City. Created by DDB Chicago, the commercial is airing on networks, cable and syndicated programming now through the end of the Winter Games.

"We are proud to salute the accomplishments of our crew in our new Olympic ad campaign," said Neil Golden, vice president, U.S. marketing for McDonald's. "These individuals bring to life the same Olympic ideals and spirit that have always been a part of McDonald's."

The McDonald's World Champion Crew program encompasses crew members from five continents who were chosen as part of worldwide competitions held this past year among McDonald's 1.3 million crew at 29,000 restaurants in 121 countries. The crew will proudly serve McDonald's "familiar taste of home" to athletes, coaches, officials and media at McDonald's food service sites in the Olympic Village and Main Media Center. In addition, they will attend Olympic events and participate in special recreational outings and company activities.

McDonald's will launch a second Olympic-themed ad, "Toboggan," beginning January 4th. The spot will feature four children who, while tobogganing down a hill, are magically transported into an Olympic bobsled competition. As the kids lean to take the hairpin turns and feel the excitement of speeding down the icy bobsled course, they imagine themselves crossing the finish line in a moment of triumph, illustrating the type of "magic moments" only McDonald's can provide.

During the Olympic Winter Games, McDonald's will rotate the "Toboggan" brand spot with advertising that highlights two New Tastes Menu™ items offered at U.S. restaurants -- the Chicken Breast Parmesan sandwich and the Cheddar Bacon Sausage McMuffin®.

Around the world, McDonald's will bring the fun and excitement of the Olympic Winter Games to its customers through a combination of special restaurant promotions, themed packaging and advertising that features Olympic-themed menu creations.

McDonald's became an official Olympic sponsor in 1976 and has a longstanding commitment to the Olympic Movement. At the 1968 Olympic Winter Games, McDonald's airlifted hamburgers to the U.S. athletes competing in Grenoble, France, who reported they were homesick for McDonald's.

The Salt Lake Games mark McDonald's third Olympic Games as a TOP Global Sponsor and the fourth as the Official Restaurant of the Olympic Games. McDonald's is the world's leading foodservice retailer with more than 29,000 restaurants, serving nearly 45 million people each day in 121 countries. More than 80 percent of McDonald's restaurants around the world are owned and operated by independent, local businessmen and women.

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SOURCE: McDonald's Corporation

Contact: Palmer Moody of McDonald's, +1-630-623-3309, or Kate Sansone of
Burson-Marsteller, +1-312-596-3507