In Tough Times, McDonald's Revives a Jingle

'Two all-beef patties' Big Mac slogan seeks new tune on MySpace
By Jason Farago,  Newser Staff
Posted Jul 17, 2008 8:47 AM CDT
In Tough Times, McDonald's Revives a Jingle
Grammy-award winning R&B artist Ciara surprises drive-thru customers by giving away free McSkillet Burritos at the McDonald's 50th Anniversary Restaurant in downtown Chicago.   (AP Photo)

In 1974, with an unpopular war raging and inflation on the rise, McDonald's launched a jingle—"Two all beef patties, special sauce..."—to promote its signature product, the Big Mac. Decades later, in similar circumstances, the fast food giant is reintroducing the mantra-like list of ingredients via a MySpace competition. The New York Times looks at how the economic downturn is driving advertising retro.

In Manhattan a Big Mac will run you $3.79, cheaper than a gallon of gas and rather more filling. Seizing on consumer unease, McDonald's is bringing back a jingle for old-timers while getting young customers to update it. The best new version will be used in a television spot—but in keeping with the belt-tightening theme, the winning composer won't receive any prize money. (More advertising stories.)

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