McDonald's is launching a new worldwide public awareness campaign called "Balanced Active Lifestyle" to help consumers understand energy balance and healthy eating and staying active. The campaign's goals are to get up to speed with new healthy eating trends, focus on moms and families, and educate people. McDonald's has a large budget to target different markets. The campaign message uses Olympic athletes to attract attention and portray the McDonald's experience as warm and everyday. Media like celebrities from different countries will be used to promote to target audiences. The timing will coincide with the Winter Olympics. Evaluation of results is ongoing but past strategies indicate the new campaign will be very effective.

1. Advertising and Promotion McDonald’s New Campaign Kelsey Hawkins Steven Killian

2. Retail Promotion Mix Promotion Generate sales by making their targeted customers aware of current offerings Advertising Paid non-personal communication Sales Promotion- Buckle Incentives to buy Publicity Non-paid-for-communications of info Personal Selling Face to face communication

3. Promotional Objectives Lon g -Term Institutional Adv. Selling the store rather than its merchandise Create positive store image Also good in short-run –Perfect idea Public service promotion Perceived as a good citizen w/in the community Macy’s

4. Positive Store Image Dee Lincoln, cofounder of Del Frisco’s Double Eagle Steakhouse, paid a record $80,000 for a 1,309-pound Main-Anjou Cross-breed at Denver’s National Western Stock Show to introduce her new store and to generate a positive store image.

5. Promotional Objectives Short-Term Promotional Adv. Increase performance by using product availability or price as selling point Increase patronage from existing customers Trying to make customers more loyal Attracting new customers Primary trading area Secondary trading area

6. Steps in Retail Adv. Campaign Selecting adv. Objectives Budgeting for the campaign Designating the message Selecting the media to use Scheduling of ads Evaluating the results

7. McDonalds New Worldwide Balanced Active Lifestyle Public Awareness Campaign “it’s what I eat and what I do….i’m lovin’ it” Help consumers better understand the concept of energy balance in their lives. Goactive.com

8. Selecting Advertising Objectives Get up to speed w/ the new trend in eating healthy and staying active Focus on Moms and Families Educate people

9. Budgeting for the campaign McDonald’s has a huge budget that allows them to target whatever market they see as beneficial. They are able to change their advertising strategy as often as they change their menu. McDonald's is Your Kind of Place (1967) McDonald's and You (1983) Have you Had your Break Today? (1995) I'm lovin' it (2003)

10. Designating the message Needs to be Creative The overall McDonald's experience portrays warmth and a real slice of every day life. This "image" or "reputation" advertising has become a trademark. 3 Goals: Attract attention and retain attention; be able to break through competitive clutter Using Olympic Athletes Achieve the objective of advertising strategy On the side of Happy Meals there will be educational tips Avoid errors especially legal ones

11. Selecting the Media to Use Use celebrity from all over to promote to the target audience in each country. Destiny’s Child (USA) Guo Jingjing (China) Sarah Ulmer (New Zealand) Also use a Mom’s or “life coaches” to their own Olympic hopefuls. These role models are used to inspire young people.

12. Scheduling of ads Using Olympic Athletes in timing for the Winter Olympics Get name associated with best athletes in the world, will reflect their new, improved healthy menu and choices

13. Evaluating the results Advertising Effectiveness Results are still be collected. Looking at past strategies - - - new campaign will be very effective.

14. Sources Mcdonalds.com Goactive.com Balance.mcdonalds.com