Posts Tagged ‘Fast Food’

McDonald’s, What Are You Thinking?

steveparkhurst | February 5, 2013 in Advertising,Branding,Marketing,Promotional,Visual | Comments (0)

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I enjoy an occasional trip to McDonald’s. As a coffee junkie, I can appreciate the serious coffee upgrade they made a few years back. As a fast food pioneer, I can also appreciate the various aspects of a McDonald’s location: the franchising, the innovations, the marketing, the colors, the cleanliness, the staff. As someone who once studied and read about McDonald’s founder Ray Kroc, I always think about his legacy alive and well in the McDonald’s locations.

On a recent visit, I was stunned to see what McDonald’s is doing to promote its newest item, the Fish McBites. And actually, it is not so much the promotion, but the name of the product itself that bothers me. Fish McBites? Seriously? Wow.

McDonald's Fish McBites - The Parkhurst Group     McDonald's Fish McBites - The Parkhurst Group

As you can see on one of the promotional boxes, the slogan “Popped From The Sea” may be one of the worst slogans I have ever seen. It is just weird. I like to think of McDonald’s as always innovating, always changing, and always smart and clever. I won’t condemn McDonald’s for this altogether, but I will question the entire marketing and promotional campaign around these so-called, Fish McBites. A campaign which also includes fishnets (pictured in the background of my photos above) with the product boxes hanging from fishhooks. There are also mini-life preservers,  fishing lures and various other fishing related paraphernalia. It is a spectacle for sure.

What are your thoughts? If you rolled out a product like this, what would you call it?