McDonald’s launches World Cup campaign

McDonald’s is launching its campaign as the official restaurant of the 2010 FIFA World Cup.

For the first time there will be tailored McDonald’s television ads for England, Scotland and Wales.

 Launching 5 June the ads, created by Leo Burnett, are “more chilled” than other high-octane World Cup ads, says McDonald’s.  

The ads build on the ’Favourites’ brand campaign that McDonald’s ran in October, retaining the ’Just passing by’ ode.

“They take everyday life at McDonald’s and celebrate how the restaurant provides something for everyone, football fan or not, as Britain lives through the ups and downs of the tournament,” says Jill McDonald, UK & Northern Division chief marketing officer.

Accompanying the TV ads will be outdoor and press ads.  McDonald’s has created a limited-edition Mars-flavour milkshake that will be available throughout June.  

 McDonald’s sign in London’s Piccadilly will display a series of themed messages enabling the audience to take part in a Mexican wave. On selected days there will be free sampling of McDonald’s Mars Shake.  

During the 2010 FIFA World Cup, McDonald’s will be offering once-in-a-lifetime chance for winners of the Player Escort competition to travel to South Africa and walk out onto the pitch with their football heroes.  Winners were selected by McDonald’s Director of Football, Sir Geoff Hurst, following a competition in The Sun.

McDonald’s UK has donated half of these Player Escort places to a South African community project, based in Soweto.  The project helps children whose lives have been affected by HIV/AIDS.  

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here