To launch its new line of salads, McDonald’s has aligned itself with some of Canada’s top style experts.
Project Runway contestant Lucian Matis, CityLine style consultant Lisa Rogers, and Kavi Kavi design trio Monika, Dipika, and Ravika Gupta are McDonald’s newest brand ambassadors.
The fashion experts will be writing daily blogs with style tips on FashionFlavour.ca, a McDonald’s branded website created by Golin Harris launched on Tuesday. The website, which will be active until June 30, includes designer bios, fashion-related polls, and information on the four new salads: Mediterranean, Spicy Thai, Garden Fresh, and Mighty Caeser.
“You can put a lot of style into what you eat,” said Louis Payette, national media relations manager for McDonald’s Canada. “With the new salad launch we saw a fun way to pair up fresh ingredients with accessories and dressing for the summer season.”
To help promote the new salads McDonald’s is hosting a “Summer Style Luncheon” in Toronto’s Dundas Square June 23. The luncheon will be a mix of fashion show and product sampling party.
Matis, Dipika, Gupta, and Rogers will be on hand to give consumers style tips and fashion advice. McDonald’s chef Juriaan Snellen will also be at the event, serving salads and answering food-related questions.
“Like we said with our coffee, tasting is believing,” said Payette, referring to the company’s recent coffee promotion, during which McDonald’s offered free coffee for two weeks.
The salad launch coincides with McDonalds’ current re-modeling program, which sees locations decorated in softer tones, with flatscreen TVs and fireplaces.
Advertising for the salads began Tuesday. Created by Cossette with media handled by OMD, TV ads feature employees discussing the new salads.
Outdoor includes a billboard featuring an image of an exploding salad, with tongs and vegetables extending into the air above the billboard with the headline “A whole new reason to visit.”
The new salads are also featured in a peel-back ad on the front cover of the July issue of Chatelaine and Châtelaine, the first time the magazine has had this type of ad on its cover.
