McDonald’s campaign looks to rekindle ‘lovin”

NEW YORK — McDonald’s wants to bring back that loving feeling.

As the world’s biggest hamburger chain fights to hold onto customers, the company Friday unveiled a new marketing strategy and ads it says will emphasize the “love” in its long-running “I’m Lovin’ It” slogan.

As part of the push, McDonald’s released TV ads it says will begin airing this week, including an animated video where the Joker and Batman, a mailman and a dog, a blue donkey and red elephant, and Smurfs and Gargamel show affection to each other and share McDonald’s products.

The upbeat spot ends with the words “Choose Lovin’,” encompassed by a ring of hearts.

The push to identify itself with love and positivity in the minds of customers comes at a challenging time for McDonald’s, which is facing shifting eating habits, intensifying competition and growing calls by workers and labor organizers for higher pay and a union. Sales for its flagship U.S. division have continued to struggle.

The strategy of associating its brand with an uplifting emotion isn’t unique in the marketing world; Coca-Cola, for instance, has established itself by likening its namesake soda to moments of happiness.

But “what does loving have to do with how McDonald’s is going make my experience better?” said Allen Adamson, chairman of brand consulting firm Landor North America. With Coca-Cola, he noted the company makes a tight link between drinking its soda and feeling happy.

As part of the strategy announced Friday, McDonald’s is also rolling out new uniforms for workers and packaging for its food that features images of popular items including Big Macs against a white backdrop.