MARKETING: McDonald's Unveils New Packaging

The changes to the packaging are more aesthetic than physical. Through images and words, McDonald’s will place a greater emphasis on food quality.

-- Restaurants and Institutions, 10/30/2008 9:31:00 AM

They want their customers to keep “lovin’ it,” but they also want to count the ways. Executives from Oakbrook, Ill.-based McDonald’s announced a global packaging initiative Wednesday that incorporates food quality messages into its graphics.

“We are passionate about the food we serve,” said Global Chief Marketing Officer Mary Dillon in a press conference. “We want that passion to come through to our customers.”

The changes to the packaging are more aesthetic than physical. Through images and words, McDonald’s will place a greater emphasis on food quality, a strategy that falls in line with other chains such as Denver-based Chipotle with its “Food with Integrity” slogan and Dublin, Ohio-based Wendy’s with its “It’s waaaay better than fast food,” campaign.

McDonald’s also unveiled a global Happy Meal theme featuring DreamWork’s new release “Madagascar: Escape 2 Africa.” The movie (out Nov. 7) will tie into McDonald’s “One Minute to Move it” initiative that seeks to motivate children to be physically active.

 
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