McDonald’s celebrates 35th UK anniversary

Monday, 12th October 2009

McDonald’s has rolled out a new campaign to celebrate its 35th anniversary in the UK. The campaign will partly be a trip down memory lane, with old favourites like the Big Mac and French Fries, part of the original 1974 menu, highlighted.

The campaign will showcase how the fast-food chain has evolved over the last 35 years, including its menu changes, restaurant revamps and environmental initiatives.

A TV campaign planned by Leo Burnett is being released, and will be supported by print and outdoor advertising. The campaign also features a ‘Favourites’ advertising programme, with the message: "There's a McDonald’s for everyone". The ad will showcase people from different demographics visiting McDonald’s at various times of the day- and night, and explaining exactly what they enjoy about their McDonald’s experience.

The campaign aims to show just how widely invested McDonald’s is in the general community, and how people from different walks of life have embraced its signature fast food over the years.

For many people in the UK, McDonald’s comes with a sense of nostalgia, says McDonald’s chief marketing officer for the UK and Northern Europe, Jill McDonald. She says many people have been customers for years, and feel passionately about the chain's core menu. Many of these customers have visited the restaurants as children, she says, and have actually witnessed the brand evolving over the years.

She adds that the campaign will therefore hone in on the different types of customers who enjoy McDonald’s, exploring their enjoyment and experiences, and reiterating the message that there remains a McDonald’s for everyone.

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