McDonald's opens discount battle

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The much-anticipated McDonald's "Campaign 55" discount strategy kicks off April 4 and carries a new theme line--"My McDonald's"--and four key breakfast sandwiches priced at 55 cents when purchased as part of a meal. Advertising from Leo Burnett USA, Chicago, features testimonials from McDonald's franchisees and restaurant crews describing "what makes `My McDonald's' special," the company said. The first flight of ads will tout the Egg McMuffin at 55 cents, followed by Big Mac ads later this month. The discount plan also includes the "My Size Meals" component, giving customers the option to combine the 55-cent sandwiches with any size drink or fries. "My McDonald's" replaces the "Have you had your break today?" theme begun in 1995.

Copyright April 1997, Crain Communications Inc.

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