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New Effort From Arnold Stars Wayne Brady, Alison Krauss

By Published on .

CHICAGO (AdAge.com) -- Still seeking to crack the low-price value menu code, McDonald's Corp. today tries another attempt at a Dollar Menu in New York and Connecticut.

A new campaign from Havas Advertising's Arnold Worldwide, Boston, stars TV comic Wayne Brady and Union Station lead singer Alison Krauss, and debuts the tagline "You Know What You Want."

The effort is expected to expand in May to other East Coast markets.

McDonald's has been

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testing several dollar-or-less menus across the country with mixed results. A 20-item, 99-cent menu has been scaled back in the Los Angeles area after failing to spur meaningful traffic counts.

The fast-feeder on Thursday said it has value tests running in about 4,000 U.S. stores.

While competing chains like Wendy's International and Jack-in-the-Box have chainwide value menus, McDonald's and Diageo's Burger King Corp. are still working to determine whether to run the discounted menus nationally or regionally and what attributes -- from price to control -- drive consumer behavior.

Also on Thursday, the Oak Brook, Ill.-based McDonald's reported its sixth-consecutive earnings decline.

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