Black & Positively Golden, which is focused on education,
empowerment and entrepreneurship, replaces the 365Black platform
that McDonald's began using in 2003.
It includes a 60-second spot set to air twice during the March
30 broadcast of the 50th Annual NAACP Image Awards. The spot was
directed by longtime commercial and film director Joe Pytka and is
meant to have a bit of a documentary or "fly on the wall" feel,
says Williams. It features people including a Black Marine and
feel-good moments such as a woman receiving a giant check for a
$10,000 college scholarship from the brand. McDonald's will also
give out a Black & Positively Golden award at the NAACP Image
Awards, the first time it has had a branded award and gets to
select the recipient.
The social media push will be through a new Instagram channel,
@wearegolden. The prior program hadn't posted to its @365Black
Twitter account since December when it celebrated Herman Petty, who
became the chain's first African-American franchisee in 1968. There
are now 300 African-American franchisees running more than 1,500
Print ads will run in publications including Essence. Radio ads
are also part of the push.
McDonald's is seeing solid sales growth but needs to get more
customers into its restaurants. Sales at longstanding U.S.
restaurants rose 2.5 percent last year, despite a 2.2 percent
decline in visits to those locations. Williams joined McDonald's in
early 2018 in a new role as the company tries to build brand
devotion among multicultural customers. Last year, for example, it
expanded its Hacer scholarship program for Hispanic students to 30
winners from five.
McDonald's is broadening its support of the YWCA on a national
level after offering some local support. The push includes a year
of financial support for the YWCA's Women's Empowerment 360
Program, which helps women of color who aspire to be entrepreneurs.
On Friday, it's hosting an event at a YWCA in Los Angeles' Leimert
Park neighborhood, where participants can help complete a mural by
artist Enkone, and see actress Yvonne Orji (Molly on HBO's
"Insecure") and a performance by singer Normani.
McDonald's also says it will continue to provide scholarships
for students attending historically black colleges and universities
through its partnership with the Thurgood Marshall College
Burrell Communications, which has worked with McDonald's on
campaigns featuring African-Americans since 1972, developed and
worked on 365Black is now working on Black & Positively
Along with Burrell, Walton Isaacson is handling activations
including the brand's presence at BETX and Essence Festival. Other
plans include the continuation of the McDonald's Inspiration
Celebration Gospel Tour, which brings the brand to venues including
African-American churches. Faith Based Communications is working on
the gospel tour.