McDonald’s to push its CSR credentials in TV ad

McDonald’s will introduce a CSR message into its latest television campaign, set to air tonight (14 June).

The campaign highlights the company’s community involvement, environmental initiatives and its track record in “people development”.

The 60 second TV spot is designed as an “A-Z” of the company and celebrates a number of different positive attributes of McDonald’s, one for each letter of the alphabet. The messages are illustrated by parents, children and farmers.

McDonald’s UK vice president of marketing Alistair Macrow says: “Over the last three years our advertising focus has been primarily around the ingredients that go into our food and where those ingredients come from. Whilst our brand advertising will continue to satisfy this interest, we feel now is the right time to start celebrating some of the good work we do in other areas of our business. I believe that even our most dedicated followers will learn something new about McDonald’s from the advertisement.”

The ad is the latest in the “That’s What Makes McDonald’s” campaign and will be supported by online activity and in-store. It has been devised by Leo Burnett and Razorfish.

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