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How McDonald’s is Trying to Change Its ‘Cultural Wallpaper’ Reputation

In 2019, Morgan Flatley acknowledged that McDonald’s brand is “a little meaningless” to consumers. Speaking at a recent event, Flatley, the global CMO at McDonald’s, has taken a number of steps to combat its brand’s reputation as “cultural wallpaper.” So reports Marketing Week.

mcdonald 998495 640smallMcDonald’s has been so focused on “operational components” that it had lost focus on making customer connections. The company had gotten away from its “power and magic” and “why people love” the brand.

It then launched the campaign ‘Famous Orders,” which features celebrities such as Millie Bobby Brown, Travis Scott and Kanye West, sharing their orders and exploring the “little interesting obsessions” people have with its menu items.

Neal Arthur, Wieden+Kennedy’s global CEO, said brands need to tap into the “authentic” relationships companies have with celebrities. The agency worked on the campaign.

The brand's push also helped McDonald’s take risks and “understand the power” of ideas. These moves have led to consumers and employees viewing the brand in a new light, according to Flatley. She said that she has heard anecdotal evidence that workers are showing up to work “proud” to be wearing their uniforms in a way that they hadn’t been before.

Read the full article from Marketing Week.

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