The specific branding strategies employed by the fast food companies are also now strategically changed and altered to appeal to the fun loving side and the diverse palate of the children. An example is the ‘I’m lovin’ it’ tag line that is used by McDonalds and their official brand mascot Ronald which is specifically employed for targeting children as the consumers of the business.
Today, however this slogan has lead to a controversy according to which “McDonald’s “I’m lovin’ it” television commercial, which targets children, is actually alienating them. A number of children have criticized the ad for encouraging them to each McDonald’s food instead of healthy food. The commercial is putting off most of the non-target market and the irony is that comparable sales have increased by 3.8 percent in August 203 because of its new salads before the commercials were aired.” (Crane, 2003)
In 1997 there was observed an aggressive marketing and promotion line up by the three main players in the market, Wendy’s, McDonalds and Burger King. This was aimed towards children according to which “Wendy’s slated two TV themed programs, while Burger King and McDonald’s sprinkle in more niche programs before upcoming theatrical links to, respectively, Fox’ Anastasia and Disney’s Little Mermaid” (Benezra, 1997)
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