Mac Tonight returns to McD spotlight this fall

Nation's Restaurant News, August 22, 1988 by Bill Carlino

Mac Tonight returns to McD spotlight this fall

OAK BRROK, Ill. -- Mac Tonight, the musical, crescent-headed character appearing in recent McDonald's commercials, makes his return during the last quarter of 1988.

A full schedule of Mac Tonight commercials breaks into prime-time television this fall, while the trademark character will appear on a wide range of consumer products through a national licensing effort.

Buoyed by the success of the Mac Tonight commercials, McDonald's plans to target manufacturers of clothing apparel, housewares, stationary, and giftware for the rights to distribute official Mac Tonight items.

"The Mac Tonight character became an instant hit much like the California Raisins or Spuds mcKenzie," said Peter Henseler of the Chicago-based Frankel & Co. Frankel & Co. is the national marketing firm for McDonald's overseeing the Mac Tonight licensing effort.

"The Mac Tonight commercials had a tremendous consumer recall effect," added Henseler. "So that prompted the company to begin the first-ever licensing effort on behalf of Mac Tonight."

Henseler did not disclose the marketing strategy for the Mac Tonight licensing program.

The Mac Tonight spots, which debuted in August 1987, were voted among the top 10 advertising campaigns of the year.