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Advertising Age reports that after “more than a year of consumer research and agency brainstorming,” McDonald’s plans to stay with its “I’m Lovin’ It” campaign, albeit an updated version that, according to CMO Mary Dillon, is more authentic, more saturated in consumer insights and emotion, and within "a framework that gives us a consistent point of view about our brand."’

The story notes that “‘I'm Lovin' It’ is now the company's most successful and longest-running campaign, surpassing the iconic ‘You deserve a break today,’ and ‘Food, Folks and Fun,’ both in longevity and sales gains.”
KC's View:
One of the things that Dillon says is that McDonald’s is “making sure that we build both brand equity and drive sales with every piece of advertising."

That’s extremely important - building both brand equity and sales. The question that I would pose to many food retailers is whether they put the same dual emphasis on their marketing efforts.