Staff Writer| The Record
CHICAGO -- At McDonalds Corp., what you want is what you get. Company
officials say consumers want a break again, and to show theyre getting it,
are introducing a variation on an old theme -- Have You Had Your Break
Today?
The slogan, to debut nationwide tonight in a one-minute television commercial,
is a modification of the fast-food companys five-year ad campaign, You
Deserve A Break Today, that began in 1970 and was resurrected in the early
80s.
Company officials said Thursday the new print and broadcasting slogan is part
of its 1995 campaign to roll back prices on many menu items and give customers
more value. So far this year, the company has offered Big Macs, sausage Egg
McMuffins and double cheeseburgers for less than $1.
The new ad also tells consumers McDonalds is so much to love, so little to
pay and that you can save a little money, put a smile in your tummy.
Our customers tell us they need a break today more than ever, and we feel
the time is right to focus our advertising message on the pleasurable
experience and relief -- both from the busy lifestyles and high prices -- that
McDonalds provides, said Paul Schrage, senior executive vice president and
chief marketing officer.
Marketing consultants called the new slogan, created by Leo Burnett, an
inspired choice. It goes beyond DDB Needhams You Deserve a Break Today ad
but is similar enough to evoke a feeling of nostalgia, they said.
Have you had your break today? implies more action than You deserve a
break because it positions McDonalds as a personal reward, said Jed
Pearsall, president of Performance Research, an advertising consulting firm.
Its an escape from whatever it is youre doing at the time, a chance to get
out of the hustle and bustle of the day.
The nostalgic appeal also works, Pearsall said.
Theres so much new competition now in fast food that showcasing a classic
can make sense.
HD:Past McDonalds slogans
n 1960: Look for the Golden Arches, the fast-food giants first
advertising jingle.
n 1962: The Golden Arches replace Speedee (McDonalds first advertising
symbol as the new advertising symbol.
n 1963: Ronald McDonald appears as the companys national spokesman.
n 1967: McDonalds first national television commercial airs.
n 1968: McDonalds Is Your Kind of Place theme is introduced.
n 1970: You Deserve A Break Today becomes the slogan.
n 1975: We Do It All For You.
n 1979: Nobody Can Do It Like McDonalds Can.
n 1980: You Deserve A Break Today.
n 1982: McDonalds And You.
n 1984: Its A Good Time for the Great Taste of McDonalds
n 1988: Good Times, Great Taste.
n 1990: McDonalds for Food, Folks and Fun.
n 1991: What You Want Is What You Get.
n 1995: 'Have You Had Your Break Today?'
