McDonald's Corp., Oak Brook, Ill., plans to spend more than $100 million this year on a new local brand-building TV campaign featuring Donna Summer. The campaign from Arnold Communications, Boston, broke in 12 Northeastern markets Feb. 26 and will be tailored to fit local needs throughout the year. "It's not just about price but a brand context, whether it was a new product, a value statement or a breakfast commercial," said Arnold Chief Operating Officer-Managing Partner Tom Lawson. For the spots, Ms. Summer re-recorded her hit, "She Works Hard for the Money," to say, "McDonald's gives you more for your money."
Copyright March 1999, Crain Communications Inc.