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McDonald's

McDonald’s revives Ronald McDonald with Twitter selfies

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By Natalie Mortimer | N/A

April 24, 2014 | 2 min read

McDonald’s has unveiled a new image and “mission” for Ronald McDonald, taking the brand ambassador onto Twitter for the first time.

The fast food company said Ronald McDonald will take an active role on McDonald's social media channels around the world and engage consumers using the #RonaldMcDonald hashtag, although he won’t have his own Twitter handle.

"Ronald brings to life the fun of our brand by connecting with customers around the world, whether he's promoting literacy or spreading cheer at a Ronald McDonald House," said Dean Barrett, senior vice president, global relationship officer.

"Customers today want to engage with brands in different ways and Ronald will continue to evolve to be modern and relevant."

The revival of the well-known character, who has faded into the background in recent years, aims to deliver the mission "Fun makes great things happen", playing on the idea that moments of fun and enjoyment bring out the simple pleasures in life and can lead to acts of goodness.

"Selfies ...here I come! It's a big world and now, wherever I go and whatever I do...I'm ready to show how fun can make great things happen," McDonald’s quoted the fictional clown as saying.

Television ads and promotional materials in the US with the newly-reimaged Ronald will begin appearing later this year.

The move marks the latest in a string of changes at the fast food retailer, which last month launched its 'Free Fruit Fridays' initiative in the UK.

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