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.