McDonald's 55 cents-price ads to snare most of budget

Whalen, Jeanne
April 1997
Advertising Age;4/7/1997, Vol. 68 Issue 14, p6
Trade Publication
The article reports that McDonald's Corp. will devote the bulk of its $600 million annual advertising budget to the Campaign 55-price discounting. The effort broke April 4, 1997 with a 55 cent Egg McMuffin and television spots in the U.S. bearing the tagline My McDonald's from advertising firm Leo Burnett. Brad Ball, McDonald's senior vice president for U.S. marketing said the company has planned its marketing calendar around Campaign 55 well into 1998, with a rotating roster of sandwiches to be featured at that price when purchased as a meal.


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