McDonald's Features Donald Trump in New Ad Campaign Launching Dollar-Priced Big N' Tasty and McChicken Sandwich; McDonaldland Character Grimace Makes Surprise Cameo with Trump

Business Wire, Oct 3, 2002

Business Editors

INDIANAPOLIS--(BUSINESS WIRE)--Oct. 3, 2002

Participating McDonald's(R) restaurants nationwide will introduce a special value offer to customers on Oct. 4 with the launch of an everyday, $1 price for the Big N' Tasty(R) sandwich or McChicken(R) sandwich. To support the new value price, McDonald's is kicking off a series of advertisements featuring famous celebrities known for their ability to recognize great value. The stars will be joined in the spots by different well-known McDonaldland(R) characters.

The first commercial, scheduled to debut tonight during "ER" (NBC), "Survivor" (CBS) and "Monk" (ABC), will star famed New York businessman Donald Trump as he tries to pry the secret behind this impressive deal from Grimace(R).

"The sandwiches we're offering for a dollar are a great value. We chose people like Donald Trump -- who know great deals when they see them -- to help us make that point in a fun and memorable way," said Bill Lamar, senior vice president of marketing for McDonald's USA.

Legendary McDonaldland characters have been consistently featured in McDonald's advertising, but the new campaign features them in a new light by pairing them with celebrities.

"Combining our beloved characters with a high-powered celebrity like Donald Trump and adding a little humor really resonated with consumers as a way to bring our value offer to life," said Marlena Peleo-Lazar, vice president and chief creative officer, McDonald's U.S. Marketing. "Casting our own famous characters in these ads will bring back fond memories of classic McDonald's advertising that our customers have always enjoyed."

"The Big N' Tasty for a dollar is a great sandwich at a great price," said Trump. "I'm proud to be the one to tell America that beginning Oct. 4, the buck stops at McDonald's."

McDonaldland characters will be paired with other high-profile celebrities in new commercials slated for later this year. The "Got a Buck? You're in Luck" commercials focus on value and complement the company's "Smile" campaign.

"We believe in value at McDonald's. The Big N' Tasty starts with a juicy quarterpound hamburger with lettuce and tomato for just $1 - customers won't find a greater value at any quick service restaurant," added Lamar.

Other menu items will follow the Big N' Tasty sandwich and McChicken sandwich with an expanded "Dollar Menu" that will be introduced nationwide by Nov. 1 at participating U.S. McDonald's restaurants.

The TV ad was created by DDB Chicago.

A dealmaker without peer and an ardent philanthropist, Donald Trump is the largest real estate developer in New York and author of three best sellers including "The Art of the Deal."

McDonald's is the leading global foodservice retailer, with more than 30,000 local restaurants serving nearly 46 million people each day in 121 countries. Approximately 80 percent of all McDonald's restaurants worldwide are owned and operated by independent franchisees.

(c) 2002 McDonald's Corp.