McDonald’s is temporarily dropping its globally recognized Golden Arches logo in ads in the U.K starting this Friday in an attempt to change customer’s perceptions.
The two-week campaign is called “Change” and carries the tag line “McDonald’s. But not as you know it.”
The ads show healthy meals such as fruits and salads, shedding its burgers in a country where obesity is a growing concern and sales have dropped off. A direct mail campaign will reach 17 million homes with the message that McDonald’s is shifting from junk food to health eating, according to news reports.
It was unclear whether this was the first time McDonald’s had dropped the arches in an ad campaign. A call to the company was not returned.
Leo Burnett, Chicago, handles the campaign.
Network
