McDonald’s Unveils Fresh New Premium Salads Advertising Campaign.

McDonald’s serves up new national advertising campaign on Monday, April 21 for its new Premium Salads, available now in participating restaurants nationwide. The campaign’s new commercials were designed to introduce McDonald’s three new versions of wholesome, high-quality salad entrée options and celebrate the multi-faceted lives of women today. The campaign is a multi-agency effort, with DDB commercials targeting young adult females, a Leo Burnett spot aimed at moms, a del Rivero Messianu Miami spot featuring Hispanic women, and a Burrell Chicago spot targeting African-American women.

“Visually, McDonald’s new Premium Salads advertising campaign is unlike anything McDonald’s has done before,” said Kay Napier, senior vice president of marketing, McDonald’s. “The campaign is distinctive in that the spots are uniquely suited to all key McDonald’s female consumers with relevance to their lifestyles and ever-evolving food tastes.”

DDB Chicago created two 30-second spots titled “Unexpected Woman” that provide a peek into the unconventional lives of today’s females, and three 15-second spots titled “Food Focus” featuring McDonald’s new Premium Salads high-quality ingredients with a sophisticated, clean and contemporary look. DDB television commercials include:

“PTA Chairperson” and “Soccer Mom” (:30 each): introduce women who don’t quite look the parts they are portraying. These women are all about being unique, different and multi-dimensional, which is why they need salads that can live up to their name. Voiceover states: “New McDonald’s Premium Salads. They’re surprising. Like you.”

“Valet Parking” (:15): highlights McDonald’s new Premium Salads, made with mixed greens, warm breast of chicken, and served with Newman’s Own® all-natural salad dressings.

“Chicken” (:15): communicates the never-ending search for a warm breast of grilled or crispy chicken on a great salad has just ended with the introduction of new Premium Salads at McDonald’s. Voiceover states: “Yeah, that McDonald’s.”

“3 In All” (:15): features fresh, enticing images of premium salad ingredients, including the mixed greens and grape tomatoes. Voiceover states: “Four Newman’s Own salad dressings, three New Premium Salads, all in one place, McDonald’s.”
Leo Burnett Chicago’s 30-second television commercial is titled “Billboards” and provides a humorous look at a mom and her two kids heading to McDonald’s for a new meal entrée option for mom. Burrell Chicago’s 30-second spot is titled “Salad Satisfaction” with an “Oh Yeah!” theme and features African-American women. Additionally, del Rivero Messianu Miami created two 30-second spots titled “Window Shopping” and “Couple” targeting Hispanic women.

“We wanted the creative to reflect the fresh, wholesome new options available to our customers, particularly women,” said Marlena Peleo-Lazar, McDonald’s Chief Creative Officer, McDonald’s U.S.A. “The television commercials feature the lives of today’s women as well as demonstrate McDonald’s commitment to offering its customers the pleasantly unpredictable, yet familiar, tastes they crave.”