McDonald’s new currency is love.

brandfiercely1Advertising, Communication, People + things that inspire us

A few weeks ago in one of my posts I called attention to the McDonald’s brand and how they are using love (pulled from their ‘I’m lovin’ it’ tagline) as the foundation for their new campaign efforts in 2015. I promised to be paying attention to the execution of this concept and today I saw another TV spot about to air in the Super Bowl. In the ad, McDonald’s revealed its new kind of currency at the counter: love.

Instead of paying with money for their fries and apple pie, the guests are asked to call their mom and tell her they love her, give their family a hug or turn to their child and say what they love about them. When the spot finished, I could feel the love.

Post note Feb. 1:  I just received this email:

My co-worker just got a call from her son. ‘Hi, Mom, I am at McDonald’s. I’m just calling to say I love you.’ Yep, he paid with that phone call. Wow! Got my whole office talking about McDonald’s.