McDonald's® Unveils 'i'm lovin' it™' Worldwide Brand Campaign

"i'm lovin' it™." "ich liebe es™." This simple expression of pleasure in everyday life will soon make its way into the vocabulary of McDonald's (NYSE: MCD) 47 million daily customers in more than 100 countries as the Golden Arches launches its unprecedented worldwide brand campaign today from Munich, Germany.

"i'm lovin' it" is the centerpiece of a new marketing strategy that will connect McDonald's with customers in highly relevant, culturally significant ways around the world. Key to this campaign are five new cutting-edge, high- energy television commercials that reflect the lifestyles and attitudes of today's customers and culture. Several of the English language spots feature vocals by 2003 Triple MTV Video Music Award Winner, Justin Timberlake. The commercials will air first in Germany beginning today and roll out worldwide throughout this month. The U.S. launch is scheduled for September 29.

"The 'i'm lovin' it' campaign is unprecedented in McDonald's history as more than 100 countries unite behind a single brand message to our customers," said Larry Light, McDonald's Executive Vice President and Global Chief Marketing Officer. "It's much more than just a new tagline or commercials -- it's a new way of thinking about and expressing our worldwide brand appeal to the consumer."

The first McDonald's worldwide campaign ever produced outside the U.S., "i'm lovin' it" is the culmination of a breakthrough "competition of ideas" held in February among McDonald's top international advertising agencies to spark a new brand attitude and direction. It was created by Heye & Partner, a longtime McDonald's agency based in Unterhaching, Germany, near Munich, and a member of the DDB Worldwide Communications Group, Inc.

"We challenged our agency partners to put aside everything they knew about us and come up with fresh, original thinking, all of it with today's customers in mind," said Light. "'i'm lovin' it' represents the best of what we felt were a number of outstanding ideas, many of which will be incorporated into future marketing programs."

Five Launch Spots to Air Worldwide in September

The launch of "i'm lovin' it" by McDonald's countries worldwide marks a key milestone in McDonald's marketing revitalization process. It is the first time in the company's history that a single set of commercials and a single brand message will be used concurrently around the world. Moving forward, McDonald's countries will incorporate the "i'm lovin' it" theme into advertising, promotions, public relations, restaurant merchandising and overall brand communications initiatives.

The five new "i'm lovin' it" launch commercials were shot in 12 languages and a variety of locations including the Czech Republic, Brazil, South Africa and Malaysia. They depict how consumers from around the world feel about the brand and the way McDonald's fits into their lives. The spots include three brand versions (young adult, families and general), one featuring McDonald's World Famous Fries™ and one starring Ronald McDonald™.

James Brown of UK-based Smuggler/Stink Productions was lead director. He was chosen from a pool of more than 100 top directors considered by McDonald's. Music development was led by Mona Davis Music based in Munich and Los Angeles.

"We will communicate a consistent brand message while at the same time capturing the spirit, music and flavor of each local country," said Light. "This first-of-its-kind borderless approach will let us capitalize on the powerful energy of our entire worldwide system."

Superstar Justin Timberlake Featured in New Campaign

In addition to singing vocals in the global launch commercials, Timberlake will make cameo appearances throughout the campaign. He will also work with McDonald's on developing new and innovative ways to connect with today's culture and young consumers. In addition, McDonald's plans to sponsor the Justin Timberlake 2003 European tour, which kicks off in November in Germany.

"Justin is perfect for the McDonald's brand and our 'i'm lovin' it' campaign, which is based on connecting to our customers in fresh, modern, relevant ways," said Light. "That's what Justin and his music are all about."

New Campaign Signals Broader "Rolling Energy" Marketing Approach

According to Light, the McDonald's "i'm lovin' it" campaign is a key ingredient in the company's new marketing approach intended to invigorate, revitalize and energize brand McDonald's worldwide. Called "Rolling Energy," it involves McDonald's first-ever integrated global two-year marketing calendar that will provide consistency in messaging and communications to customers and employees. The "Rolling Energy" program features a variety of integrated marketing activities, including promotions, media planning, new products, merchandising and internal marketing.

"When we leverage our resources, talent and infrastructure, the power of the McDonald's system is unparalleled," Light added. "We're working together to move this brand forward into the 21st Century in a way that our customers worldwide will find fresh and appealing."

McDonald's is the world's leading food service retailer with more than 30,000 local McDonald's restaurants serving 47 million customers each day in more than 100 countries. More than 80 percent of McDonald's restaurants around the world are owned and operated by independent, local businessmen and women.

A satellite feed with a preview of the new commercials is available at 2:00 p.m. EDT (8:00 p.m. local Munich time).

Video highlights from the unveiling of McDonald's new campaign and Justin Timberlake announcement will also be available via satellite at 6:10 p.m. EDT (12:10 a.m. local Munich time). Please see next page for satellite information.

Global Satellite Distribution

Satellite Coordinates for B-roll 1 (New McDonald's "I'm lovin' it™" Commercials Sneak Preview Feed):

   Feed: September 2:
   1800-1815 GMT
   2000-2015 Local Germany Time
   1410-1425 Eastern Daylight (2:00-2:15 PM ET)

   Asia-Pacific Region:                   Europe Region:

   Asiasat2                               Eutelsat W1
   Orbital Position: 100.50 East          Orbital Position: 10 East
   Transponder: 5B                        Transponder: F4
   Assigned Bandwidth: 9 MHz              Assigned Bandwidth: 9MHz
   Downlink Freq: 3,799 MHz               Downlink Freq: 12,629.6
   Downlink Polarization: Horizontal      Downlink Polarization: Vertical
   FEC: 3/4                               FEC: 3/4
   Symbol Rate: 5.6320                    Symbol Rate: 5.6320


   Latin America Region:                  North America Region:

   Panamsat 9                             Telstar 6
   Orbital Position: 58W                  Transponder 24 C-Band
   Transponder: 11C                       Orbital Slot: 93 Degrees WL
   Assigned Bandwidth: 9 MHz              Bandwidth: 36 MHz
   Downlink Freq: 3,907.625 MHz           Uplink Freq:  6405 Vertical
   Downlink Polarization: Vertical        Downlink: 4180 Horizontal
   FEC: 3/4
   Symbol Rate: 5.6320

Satellite Coordinates for B-roll 2 (Global Launch Event Highlights Feed from Munich, Germany):

   Feed 1: September 2                 Feed 2: September 3
   2210 - 2225 GMT                     1030 - 1045 GMT
   0010 - 0025 Local Germany Time      1230 - 1245 Local Germany Time
    (Sept 3rd)
   1810 - 1825 Eastern Daylight Time   0630 - 0645 Eastern Daylight Time


   Asia-Pacific/Middle East Region:        Europe Region:

   Asiasat 2                               Eutelsat W1
   Orbital Position: 100.50 East           Orbital Position: 10 East
   Transponder: 5B                         Transponder: F4
   Assigned Bandwidth: 9 MHz               Assigned Bandwidth: 9 MHz
   Downlink Freq: 3,799 MHz                Downlink Freq: 12,629.6 MHz
   Downlink Polarization: Horizontal       Downlink Polarization: Vertical
   FEC: 3/4                                FEC: 3/4
   Symbol Rate: 5.6320                     Symbol Rate: 5.6320


   Latin America Region:

   Panamsat 9
   Orbital Position: 58 West
   Transponder: 11C
   Assigned Bandwidth: 9 MHz
   Downlink Freq: 3,907.625 MHz
   Downlink Polarization: Vertical
   FEC: 3/4
   Symbol Rate: 5.6320


   North America Region:

   Sept 2nd - 1810-1825 ET                 Sept 3rd - 0630-0645 ET
   Telstar 6 Trans. 15 C-Band              Telstar 6 Trans. 19 C-Band
   Orbital Slot: 93 Degrees WL             Orbital Slot: 93 Degrees WL
   Bandwidth: 36 MHz                       Bandwidth: 36 MHz
   Uplink Freq: 6225 Horizontal            Uplink Freq: 6305 Horizontal
   Downlink Freq: 4000 Vertical            Downlink Freq: 4080 Vertical

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/19990916/MCDLOGO
AP Archive: http://photoarchive.ap.org/
PRN Photo Desk, photodesk@prnewswire.com

SOURCE: McDonald's Corporation

CONTACT: Media, Anna Rozenich of McDonald's, +1-630-623-7316, or Diane
Briskin of Dan Klores Communications, +1-212-981-5224

Web site: http://www.mcdonalds.com/