McDonald's execs explore makeover for Ronald icon

Kramer, Louise
August 1999
Advertising Age;8/16/1999, Vol. 70 Issue 34, p14
Trade Publication
This article reports on the attempt of McDonald's Corp. to upgrade the image of its spokescharacter Ronald McDonald in 1999. The company believes that Ronald can be extended beyond his current usage in television spots aimed at kids and personal appearances at events, school programs and restaurant openings. He also serves as ambassador for Ronald McDonald House Charities. Moreover, he has been given his own home video series created by animation studio Klasky Csupo. The company believes spokescharacter can do more, from appearing on licensed products such as stationery to participating in high-profile public relations stunts such as delivering Happy Meals to the United Nations.


Related Articles

  • Ronald McDonald sells better lifestyle; let's see who buys it.  // Nation's Restaurant News;6/27/2005, Vol. 39 Issue 26, p18 

    Focuses on the new television advertisement of McDonald's Corp. featuring Ronald McDonald as a crusader for more healthful eating and exercise among children and adults. Creation of the campaign by Leo Burnett Co. Inc.; Transformation of the brand icon to a physical trainer, by getting children...

  • McDonald's ads answer anti-obesity challenge. Rogers, Emily // Marketing (00253650);6/23/2004, p1 

    McDonald's Corp. has answered government calls for the food industry to advertise responsibly by creating a £1m educational campaign for children fronted by brand icon Ronald McDonald. The August TV push will consist of three two-minute educational ads encouraging children to eat a balanced...

  • Golden Arches to Gold Medals. Janoff, Barry // Brandweek;2/6/2006, Vol. 47 Issue 6, p25 

    This article presents information on the television advertisement for fast food chain McDonald's in support of the Olympic Games. Ronald McDonald is in full clown gear doing sports such as freestyle skiing, ski jumping and figure skating. In Olympic Dreams, a kid goes through a series of...

  • NEWS DIGESTS. Cebrzynski, Gregg // Nation's Restaurant News;2/6/2006, Vol. 40 Issue 6, p18 

    The article reports developments related to the restaurant industry in the U.S. Popeyes Chicken & Biscuits has selected Fogarty Klein Monroe of Houston as its national creative agency. A series of television commercials will be aired by MacDonald's Corp., featuring Ronald McDonald during the...

  • Community Channel allows donations via interactive TV. Armitt, Claire // New Media Age;9/2/2004, p5 

    This article reports on the interactive donation service launched by the Community Channel in Great Britain on September 1, 2004. National charities including Save The Children, as well as smaller organisations such as Wildlife Aid, are taking part in a pilot which involves the channel showing...

  • Cancer charity reveals major DRTV initiative.  // Precision Marketing;4/25/2003, Vol. 15 Issue 28, p3 

    Reports on Cancer Research UK's launch of a direct television advertising campaign to encourage regular donations. Description of the 60-second commercial.

  • breaking: McDonald's.  // Advertising Age;9/27/1999, Vol. 70 Issue 40, p88 

    The article reports on the launch of the first network television spot of McDonald's Corp. on October 1, 1999 to tout McHappy Day, a fund-raiser for Ronald McDonald House Charities. The commercial from agency DDB Worldwide reflects the hamburger chain's move toward more emotional advertising....

  • Ka-Chew! Packs Live-Action Punch. Goldrich, Robert // SHOOT;1/26/2007, Vol. 48 Issue 2, p4 

    The article deals with the decision of animation studio Klasky Csupo's television advertising division Ka-Chew! to venture into live action with he formation of Punch Co. Veteran rep Ellen Knable has been named executive producer of Punch while also overseeing its national sales efforts. She...

  • Recalling 2003. Romeo, Peter // Restaurant Business;1/15/2003, Vol. 102 Issue 1, p4 

    Presents several events related to restaurant business in the United States as of January 15, 2003. Ronald McDonald named as chairman of McDonald's Corp.; Filing of a lawsuit by singles against restaurants alleging that such courtship sites a responsibility to foster match-ups.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics