McDonald's Corp., attempting to "elevate food to star status," on Jan. 17 announced the national launch of its New Tastes Menu. The program includes 40 items that will be rotated to introduce variety into the Golden Arches' permanent menu. Local markets can choose up to four items to be featured in their market for rotation throughout the year. Backed by an estimated $60 million ad campaign, three national 30-second spots will break Jan. 21 to introduce the menu. DDB
Worldwide, Chicago, created the general market spot.
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Copyright January 2001, Crain Communications Inc.