McDonald’s Latest Recipe to Reverse Declining Sales: More ‘Lovin’

TIME

Following a year of slumping sales, McDonald’s is banking on the power of love to spur a turnaround.

On Friday, the fast-food mega-chain unveiled new ads that expands on the company’s decade-old “I’m Lovin’ It” slogan by highlighting the “lovin’” aspect of the campaign.

“This new focus will inspire everything we do moving forward, from advertising and marketing to how we interact with customers in restaurants and on social media,” the company said in announcing what U.S. Chief Marketing Officer Deborah Wahl calls “a brand transformation.”

The revamped marketing push follows a tough year for McDonald’s MCD-0.47% during which it reported declining revenue. To reverse the slide, the company has slimmed-down what many customers said was a confusing menu while adding healthier and fresher food.

New television and online ads will begin appearing over the weekend, McDonald’s said. One new spot the company posted online features a collection…

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