BBC NEWS | Magazine | McDonald's ad burgers belief
the BBC News magazine occasional articles on advertising neatly outlines McDonald's (desperate) attempt to appear moe British (English?)
This seems to be an unashamed attempt by one of the most iconic American brands of all, McDonald's, to hitch a ride on British patriotism.
We are not British, McDonald's seems to be saying - but we have given the British people a very special gift - a "British burger". Something the Americans would love to get their paws on.
This is a complete U-turn on previous McDonald's advertising, which has gone out of its way to emphasise how un-American the company is - and how British an activity "going for a McDonald's" has become.
My personal view is that this is advertising at its worst. It fails to engage the audience, its a shameful attempt at manipulation and offers nothing the customer really wants.
I am personally anti-McDonalds. Why? Well firstly, as you may have noticed I don't eat meat. Secondly the reason I gave up meat was primarily the over farming of various places worldwide of Beef cattle (in Amazonia for instance) which has of course at various times (however truthfully) has been linked to said company. And lastly McDonalds are the very antithesis of what I think a brand and a portfolio of products should be about i.e. something that seeks to engage with customers in a true dialogue about their needs or where that is difficult by offer a unique product that is ustainable not only in terms of profit making for the company but more importantly in tune with its stakeholders and the environment as a whole.
People should eat healthily, eat more fresh food, properly prepared and find ways of getting it at reasonalb eprices, rather than putting up with this rubbish.
Posted by Paul Goodison at November 25, 2003 08:50 PM | TrackBack