"i'm lovin' it"


Dubai, September 29, 2003.  McDonald’s is launching an unprecedented worldwide brand campaign called “i’m lovin’ it” that signals a new era in marketing.  It has a high-energy, totally modern approach that connects with its customers and today’s culture in relevant, fresh new ways. 
 
The “i’m lovin’ it” theme is the unifying element for the new worldwide creative approach that speaks with one voice to customers in more than 100 countries.  It is much more than just a new tagline or ad campaign.  It is the focus of a new marketing approach that is designed to invigorate, revitalize and energize brand McDonald’s worldwide. Moving forward, McDonald’s countries will incorporate “i’m lovin’ it” into advertising, promotions, public relations, restaurant merchandising and overall brand communications initiatives.

The new marketing approach is called “Rolling Energy” and it involves McDonald’s first-ever integrated global two-year marketing calendar that will provide consistency in messaging and communications to customers and employees worldwide.  The “Rolling Energy” attitude will be expressed in a variety of integrated marketing activities, including promotions, media planning, new products, merchandising and internal marketing…all geared toward creating excitement among their customers, employees and in their restaurants worldwide.
 
“McDonald’s owners in the Middle East share the commitment to this campaign with all other McDonald’s owners worldwide.  The spirit of collaboration between McDonald’s owners in the interest of best serving our customers has always translated in our ability to serve them with the best standards of Quality, Service, Cleanliness, and Value.  This brand campaign is a perfect example of how we share what we learn and what we know, and to find new ways to reach our customers in ways that are relevant to their lifestyles.”  Said Ali El Hajj, the Managing Director of the Fakhro Restaurant Company, the owners and operators of McDonald’s restaurants in the Kingdom of Bahrain.  Ali was recently elected to head the coordination between McDonald’s restaurant owners in all the GCC countries, and leads the effort to introduce best practices in all the initiatives developed in the service of their customers. 
 
The new campaign also reflects McDonald’s commitment to Healthy Lifestyles.  “McDonald’s has always encouraged and sponsored activities that promote healthy lifestyles, especially with children.  Our latest effort was our collaboration with the National Olympic Committees, where we were the main sponsors of this event in several countries throughout the Middle East.  It was another example of the activities that encourage and communicate the message to practice balanced lifestyles, to exercise, and to enjoy a more physically active way of life.” Added Ali El Hajj. 
 
McDonald’s restaurants serve 46 million people every day through over 30,000 restaurants in over 100 countries worldwide. 
 
-Ends-
 
For further information please contact:
Nasry Abou Zaki
Regional PR Account Manager
Fortune Promoseven
PO Box 6834,
Dubai,
U.A.E.
Tel: +971 4 3210 007
Mob: +97150 5596733
Fax: +971 4 3211 548
Email: nasry@promoseven.com

© Press Release 2003