In a bid to tap into the British love of curry, this week McDonald's Corp. is launching its "Spice of Life" range of Indian food, which will be available in 1,000 restaurants for the next six weeks.
The curry that Indian restaurants serve here are native to England and not the subcontinent. A TV campaign by Leo Burnett Co. celebrates the Britishness of curries. The ads feature real people, not actors, singing traditional British songs throughout the U.K. -- London, Newcastle and Liverpool. A radio campaign mirrors the TV ads.
The campaign showcases the new menu items: Chicken Tikka Masala, Tandoori Chicken, Lamb Rogan Josh, Vegetables Samosas, Onion Bhajis and a Banana and Mango Cooler. -- Bill Britt
Copyright April 2001, Crain Communications Inc.