Ubiquitous
10 years ago
NEW YORK (AP) -- Based on McDonald's latest ad, it looks like the
Hamburglar settled down in the suburbs and spent the last decade going
to youth soccer games and perfecting his stubble.
The company is bringing the burger thief back to its advertising after
a 13-year absence. On Wednesday, McDonald's Corp. tweeted a 30-second
ad featuring the Hamburglar, his face unseen, flipping burgers in a
suburban backyard with his wife and son. When he hears a radio ad for
McDonald's new burgers, he drops his spatula in shock.
In April, McDonald's announced that it is introducing a trio of
"Sirloin Third Pound" burgers for a limited time, the latest sign the
chain is pushing to improve perceptions about the quality of its food.
In Wednesday's ad, those burgers lure the Hamburglar out of his quiet
retirement.
Publicity photos reveal a grown man in a more fashionable version of
the old costume, including a black trenchcoat and fedora with a yellow
band. The previous version of the character appeared to be a
mischievous child dressed in an old time black-and-white prisoner's
uniform with a hat and cape.
McDonald's is working to turn around its business, which has seen sales
and customer visits decline due to tough competition and the perception
that its food is low quality. This year the company has announced a
simplified grilled chicken recipe and said it will curb the use of
antibiotics in its chicken, among other changes.
The Oak Brook, Illinois-based chain gave Ronald McDonald a makeover
last year and gave him an official Instagram account. Some observers
described his new apparel, which included a bowtie and rugby shirt, as
hipster-y.
--
"If Barack Obama isn't careful, he will become the Neville Chamberlain
of the 21st century."
http://www.jonmcnaughton.com/obama-foreign-policy/
Hamburglar settled down in the suburbs and spent the last decade going
to youth soccer games and perfecting his stubble.
The company is bringing the burger thief back to its advertising after
a 13-year absence. On Wednesday, McDonald's Corp. tweeted a 30-second
ad featuring the Hamburglar, his face unseen, flipping burgers in a
suburban backyard with his wife and son. When he hears a radio ad for
McDonald's new burgers, he drops his spatula in shock.
In April, McDonald's announced that it is introducing a trio of
"Sirloin Third Pound" burgers for a limited time, the latest sign the
chain is pushing to improve perceptions about the quality of its food.
In Wednesday's ad, those burgers lure the Hamburglar out of his quiet
retirement.
Publicity photos reveal a grown man in a more fashionable version of
the old costume, including a black trenchcoat and fedora with a yellow
band. The previous version of the character appeared to be a
mischievous child dressed in an old time black-and-white prisoner's
uniform with a hat and cape.
McDonald's is working to turn around its business, which has seen sales
and customer visits decline due to tough competition and the perception
that its food is low quality. This year the company has announced a
simplified grilled chicken recipe and said it will curb the use of
antibiotics in its chicken, among other changes.
The Oak Brook, Illinois-based chain gave Ronald McDonald a makeover
last year and gave him an official Instagram account. Some observers
described his new apparel, which included a bowtie and rugby shirt, as
hipster-y.
--
"If Barack Obama isn't careful, he will become the Neville Chamberlain
of the 21st century."
http://www.jonmcnaughton.com/obama-foreign-policy/