Time to rise and shine everyone. This one's gonna be big.
Sources familiar with McDonald's (NYSE: MCD) advertising game plan for the just-announced national rollout of all-day breakfast say it will surely be the largest advertising effort the burger behemoth has unleashed since McCafe was unveiled nationally in 2009.
Maybe even bigger. Because in a lot of ways McDonald's needs this daring experiment to work as it tries to turn around a prolonged three-year sales slide.
Unlike the revamped McDonald's "I'm Loving It" campaign from roster ad agency Leo Burnett Chicago that was unveiled in January and had a heavily cartoony component (remember all those arch-enemies finding common ground?), DDB Chicago is developing the all-day-breakfast campaign.
And sources say DDB is tacking a totally different tack.
One thing that won't be the part of the new breakfast ad campaign is anything that smacks of a cartoon. Rather, sources say DDB is going back to the roots of what made Oak Brook-based McDonald's one of the most iconic of all American advertisers, namely story-driven advertising featuring real people in situations to which viewers can relate emotionally.Read the Full Article