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super bowl

Super Bowl 2015: McDonald's Invites Customers to Pay With Lovin'

Posted by Shirley Brady on January 30, 2015 01:01 PM

McDonald's Super Bowl 2015 Pay With Lovin' commercial

McDonald’s is serious about its promise to put lovin' back at the heart of its brand. Two days after announcing a new CEO, the Golden Arches has released its Super Bowl commercial early on its Facebook, Twitter and YouTube channels, not waiting for Sunday's Big Game to reveal its new ad and reboot campaign for its iconic I'm Lovin' It tagline and positioning.

The big news: “Starting February 2, we will be randomly accepting a new form of payment. Through February 14, McDonald’s will randomly select customers to Pay With Lovin’.”Continue reading...

super bowl

McDonald's Next CEO Suits Up for Super Bowl 'I'm Lovin' It' Reboot

Posted by Dale Buss on January 29, 2015 04:14 PM

McDonald's I'm Lovin' It 2015

Major changes abound at McDonald's, as Global Brand Officer Steve Easterbrook was just tapped to replace retiring CEO Don Thompson and its "I'm Lovin' It" brand platform is suiting up for a refresh during Super Bowl 49.

Easterbrook was anointed by the McDonald's board this week to try to wrestle the brand back onto a growth trajectory after the iconic fast food leader fell on increasingly difficult times during Thompson's 31-month tenure at the top.

"Steve is a strong and experienced executive who successfully led our UK and European business units and the board is confident that he can effectively lead the company to improved financial and operational performance," Andrew McKenna, McDonald's non-executive chairman, stated in announcing the change.Continue reading...

campaigns

Lyft Rolls Out New Carstache and Image Campaign in Effort to Topple Uber

Posted by Mark J. Miller on January 27, 2015 12:01 PM

Lyft 2015 new ad campaign

San Francisco-based car-riding service Lyft has been riding in the tire marks of industry leader Uber since it launched in 2012. The startup is eager to make its own way with the message that it's a new year and a new Lyft.

As part of taming the furry big pink mustache that once graced the front of its vehicles to a much smaller, glow-in-the-dark version that sits atop the dashboard, drivers this week received the new "glowstaches."

Lyft this week is also launching a peppy ad campaign—its first national effort—to showcase the new carstache as well as selling the company as a community builder.Continue reading...

campaigns

McDonald's Refreshes 'I'm Lovin' It' in US Campaign

Posted by Shirley Brady on January 2, 2015 05:04 PM

McDonald's Lovin' packaging

It turns out McDonald's isn't dropping its iconic "I'm lovin' it" tagline in the US after all.

In fact, it's embracing it with a new ad campaign that starts rolling out this weekend, along with new in-store, point of sale, packaging and social messaging. It's all a bid to reinforce that it's listening to customers—and wants them to love its food as much as the company does.

Tasked with boosting sales and customer engagement, McDonald’s USA Chief Marketing Officer Deborah Wahl is kicking off the new year with a new marketing platform and brand vision that's based on the belief that "a little more lovin’ can change a lot."Continue reading...

bc q&a

Rebranding with Heart: Five Questions With Jennifer Batley, Gordon Food Service

Posted by Shirley Brady on December 23, 2014 01:01 PM

Gordon Food Service 2014 rebrand

Gordon Food Service classic food delivery truck truck

Gordon Food Service was founded in 1897 by Dutch immigrants as a simple butter-and-egg delivery service by horse and carriage, and has grown to become the largest family-managed business in North America’s foodservice industry.

With more than 115 years in business, the Wyoming, MI-based company made its name on its commitment to heartfelt service, precise delivery, innovation—and remaining passionately committed to its own people and customers. 

Operating in recent years as GFS, its management team felt it was time to bring those values more to the fore, and last month revealed a more modern and personal look and feel, including a new logo, tagline and naming system to bring the Gordon family name front and center. The goal of the rebrand is to reinforce, internally and externally, that it’s a people-focused company and that customers are part of the family, too.

With that in mind, the new tagline—“Always at your table”—aims to showcase the company’s readiness to partner with customers to achieve their goals. brandchannel spoke with Jennifer Batley, North America Senior Manager of Customer Experience, to find out what the refreshed branding means for existing and new customers. Continue reading...

trademark wars

Kale Yeah: David Beats Goliath as 'Eat More Kale' Beats Chick-fil-A

Posted by Mark J. Miller on December 22, 2014 02:02 PM

Eat More Kale Chick-fil-A Eat Mor Chikin

A Vermont artist who has been battling with Chick-fil-A for three years over a trademark issue has finally emerged as the victor.

The food chain wanted Bo Muller-Moore to stop silk-screening "Eat More Kale" onto T-shirts, sweatshirts and bumper stickers, due to worries that those few consumers that crossed paths with Muller-Moore would confuse his work with the company’s bovine "Eat Mor Chikin" slogan.

But last week the USPTO approved his trademark application to use the slogan, meaning Muller-Moore has won the battle—and the right to keep on making the merchandise and ignore the company’s cease-and-desist letters.Continue reading...

chew on this

McDonald's Not Confirmin' Lovin' Beats Hatin' Tagline—or Any Super Bowl Ad

Posted by Dale Buss on October 29, 2014 03:57 PM

For Super Bowl XLIX on Feb. 1, McDonald's is reportedly leaving its "I'm Lovin' It" tagline on the sidelines as it spotlights a new slogan with a similar ring but a very current vibe: "Lovin' Beats Hatin'," as the Wall Street Journal reported based on sources.

If the proverbial "people familar with the matter" are correct, the slogan is intended "to spread happiness in the face of internet hate" but won't replace its long-running slogan, its first global ad campaign (created by DDB), that launched in Sept. 2003. Long a target by activists, McDonald's U.S. is now in the midst of a transparency campaign ("Our food. Your questions.") that aims to debunk the notion that it uses pink slime and other such materials to make its products.

But haters are going to hate, and it only takes a quick glance at its Facebook page to see the kind of comments that keep its social media team responding 24/7—and which explain why McDonald's execs might feel it must address the "haters" on social media to the tune of $4.5 million (the reported cost of a 30-second spot in the 2015 Super Bowl) and put its tagline on the line in so doing.Continue reading...

bc q&a

The Fun Nut in Chief: 5 Questions with Skippy Peanut Butter's Mike Guanella

Posted by Brittany Messenger on October 27, 2014 01:34 PM

This month, the makers of the SKIPPY brand launched Yippee™, a U.S. regional multi-faceted ad campaign—the brand’s first in more than five years and the very first under Hormel Foods—to highlight what sets SKIPPY apart.

It’s all about the simple joy of eating peanut butter, and the fun that comes from it, by spreading "yippee" (a word that Hormel has trademarked, in addition to nabbing the sticky peanutbutter.com as the brand's official website URL) through TV, online and social elements.

A “Fun Factory” TV commercial shows how the SKIPPY brand becomes the fun peanut butter, with a factory worker sorting the "fun nuts" to go into a jar of SKIPPY peanut butter while the boring peanuts are dispatched to a dull office party. One of the spot's characters, @TheFunNut, also joined Twitter to extend the campaign's Facebook, YouTube and TV outreach and engage and reward fans with free jars of peanut butter and other prizes.

brandchannel's Brittany Messenger chatted with Mike Guanella, Senior Brand Manager for SKIPPY Peanut Butter, for more insights on the branding campaign. Continue reading...

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