McD's picks Fallon for Arches Deluxe

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McDonald's Corp. on Friday awarded the national launch of Arches Deluxe to Fallon McElligott, Minneapolis, after a shootout with Leo Burnett USA, Chicago. The product, a McDLT-type burger on a sourdough roll, has been in test but will undergo a phased rollout starting in first quarter of 1996, with spending estimated at $30 million to $40 million alone for the initial several months. Some sources indicated Fallon had also won media buying for the brand but McDonald's couldn't be reached for confirmation. Agencies wouldn't comment.

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