New animated commercial called "Arch enemies" creates new vision of McDonald's. The creators focused on the word of the motto "Lovin'" and illustrated the campaign with famous characters-antagonists. In the video the Smurfs and their antagonist Gargamel, Batman and the Joker, a Chicago Bears fan and a Green Bay Packers fan share a meal of fast food.
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Maureen Morrison
U.S. CMO Deborah Wahl, who joined the company in early 2014, said in a video about the brand refresh that the company will move from a philosophy of "billions served" -- a line featured on the chains' marquees -- to "billions heard."
Jessica Wohl
At the same time, many Americans are voicing concerns about everything from the nutrition and sourcing of the food they eat to the wages of those who serve them. Sales at traditional fast-food chains such as McDonald's have suffered while trendier fast-casual chains have been quicker to respond to consumers' desires for fresh ingredients, customized meals and updated locations.