Top Story

Home >> Marketing >> Article

Big Mac temporarily drops golden arch in UK; may serve healthy salads in India

02-November-2004
Font Size   16
Big Mac temporarily drops golden arch in UK; may serve healthy salads in India

In the UK, McDonald’s has planned to change its logo temporarily from the golden arch to a yellow question mark with the tagline saying: "McDonald's. But not as you know it." The change was prompted by falling sales in its 770 outlets and growing criticism that the fast food giant was responsible for the growing obesity among the British people.

The new campaign will show close-up pictures of new choices of health foods, such as fresh salads, free-range eggs, semi-skim organic milk and fruit. Booklets with details of the new menu will also be sent to 17 million households in Britain.

Ruling out any change in the symbol for the Indian market, Vikram Bakshi, Managing Director and Joint Venture Partner, McDonald’s North India, said, “To the best of my knowledge, the plan to drop the golden arches for a question mark is a limited and narrowly focused poster campaign. It is a local market tactic designed to attract attention to more choice and variety on the menu and geographically confined to very few markets such as the UK.”

However, health conscious young Indian consumers may soon have a choice from Big Mac. Said Bakshi, “We are in the process of evaluating the Indian market for launch of salads. At the same time, we are working on improvising the wraps. We are exploring the possibility of making them more healthy by using a grilled patty instead of a fried one.”

Asked about the possibility of any new campaign, Bakshi said the ongoing "I'm lovin' it" ad campaign has got good overall response. "The ‘I'm lovin' it’ campaign has been highly successful around the world. In fact, according to a recent survey, ‘I'm lovin' it’ is the brand phrase used most often across the world,” he said.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Bharti-Airtel issued a statement claiming the apex court dismissed Jio’s petition granting Airtel a partial reprieve over its IPL advertising campaign

Hareesh Tibrewala explains how Block Chain technology can help monetize your digital footprint, as per your own rules, instead of a 3rd party doing it

Kavinder Singh talks about the brand’s advertising and marketing strategy and tells us how it has has played an integral role in the rise in its standalone net profit to Rs 38.55 crore