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McDonald's® USA Launches 'i'm lovin' it™' Brand Campaign

New Partnerships ... New Commercials ... Relevant to Today's Consumers

Sep 23, 2003

McDonald's USA today announced the launch of its "i'm lovin' it" brand campaign in the U.S. beginning September 29, 2003. The U.S. brand campaign is part of an unprecedented, multi-dimensional, global brand campaign, which launched in Munich, Germany on September 2, 2003.

"i'm lovin' it" is a key part of McDonald's business strategy to connect with customers in highly relevant, culturally significant ways around the world. The theme and attitude of this full-scale campaign is being integrated into every aspect of the business -- from crew training and the overall restaurant experience to national sponsorships, promotions and all new local street marketing.

"Our 13,500 U.S. restaurants are uniting behind this new brand message and energy," said Mike Roberts, president, McDonald's USA. "We are focused on bringing the 'i'm lovin' it' theme to life not only in our advertising but also for every customer who visits our restaurants. This world-class marketing strategy is the latest element of our overall plan to continue revitalizing McDonald's for our customers through compelling food choices, great service and restaurant operations, motivating value and exciting new restaurant decors."

Central to the U.S. brand campaign are five cutting-edge, high-energy television commercials that reflect the lifestyles and attitudes of today's customers and culture, while showcasing McDonald's new brand direction. McDonald's new communication and marketing plans include a new look and feel, new approaches, top talent and exclusive relationships:

   -- New "i'm lovin' it" commercials focusing on the family and Ronald
   -- A first-ever execution of the "i'm lovin' it" theme in a new product
   -- Musical talent including Justin Timberlake, The Clipse and The
   -- An exclusive partnership with Professional Skateboarder Tony Hawk.
   -- Unique, grassroots activities such as "i'm lovin' it" swat teams
      across the country at sports and high-profile events.

Sneak peaks of the new brand commercials have begun appearing in high- profile television programming, in addition to Internet digital placements beginning September 28.

"'i'm lovin' it' campaign is a new way of connecting with our customers," said Bill Lamar, senior vice president and chief marketing officer, McDonald's USA. "It will rekindle the emotional bond our customers have with McDonald's through a campaign that depicts how people live, what they love about life and what they love about McDonald's."

"The high energy launch in the US is further proof that this global campaign is far more than just advertising or a new theme line," said Larry Light, McDonald's executive vice president and global chief marketing officer. "It is a multi-dimensional approach to customers around the world that goes from television sets and computers to our restaurants -- and everything in between."

Two New Spots Debut in U.S.

The U.S. campaign is a multi-agency effort, featuring five adult-focused commercials created by Heye & Partner, part of the worldwide DDB network and a longtime McDonald's agency based in Uterhaching, Germany. DDB Chicago worked in partnership with McDonald's and Heye & Partner to shepherd the work through to its final form. The two new, never-before-seen spots, titled "Family" and "Ronald McDonald," maintain the emotional connection the McDonald's brand has with families and kids with a new, contemporary twist. The three other spots -- "Brand 1," "Brand 2" and "Fries" -- were first introduced in Munich on September 2. All five of the "i'm lovin' it" brand spots were directed by James Brown of UK-based Smuggler/Stink Productions, who was chosen from a pool of more than 100 top directors.

  Top Stars, Top Line-Ups, New Partnerships
  Musical Talent

The U.S. spots feature cameo appearances and vocals by 2003 Triple MTV Video Music Award Winner, Justin Timberlake. He will also work with McDonald's to develop new and innovative ways to connect with today's culture and young consumers. Also showcased in the spots are vocals by popular rap artists, The Clipse, with production assistance from today's most successful hip-hop production team, The Neptunes, in their first-ever commercial project together.

Partnership with Tony Hawk

The partnership with professional skateboarder Tony Hawk is a prime example of how McDonald's is using pop culture icons to make its brand more relevant to today's consumers. Hawk will add input on reaching today's young customers and will appear in McDonald's commercials, created by Leo Burnett Chicago, designed to speak to kids, tweens and teens. Additionally, McDonald's will sponsor the Boom Boom HuckJam, a 29-city tour featuring the world's best skateboarders, freestyle motocross and bmx stunt riders performing choreographed routines.

Restaurant Merchandising

Additionally, to communicate the excitement and innovation of the new campaign, Frankel, Chicago developed restaurant merchandising that captures the McDonald's experience with the "i'm lovin' it" attitude. The new campaign attitude will be featured on window posters, outdoor pole signs, ceiling danglers, a custom "i'm lovin' it" kiosk as well as other in-restaurant elements.

McDonald's is the leading global foodservice retailer with more than 13,500 local restaurants serving 26 million customers everyday. Approximately 85 percent of McDonald's restaurants worldwide are owned and operated by independent, local businessmen and women.

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SOURCE: McDonald's Corporation

CONTACT: Bill Whitman of McDonald's, +1-630-623-6745; or Alison Baseley
of Golin-Harris, +1-312-729-4194

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