Fast-food titan McDonald’s (NYSE:MCD) is going to launch a series of ads to spark some life back into its signature burger, the Big Mac.
The new 10-ad campaign is aimed at teens, Business Insider reports. The company is concerned that the popularity of the Big Mac is waning with the company’s core customer base. By targeting the ads at teens, the company plans to build a reputation as a trendy place for teens.
Steve Stoute — CEO of ad company Translation, which is making the ads — told Business Insider that, “We’d come to the conclusion that there is a generation that really hadn’t gotten the love of the Big Mac.”
Stoute’s plan centers on making the Big Mac a new part of the ongoing burger discussion in America. He says that McDonald’s needs to make the Big Mac appear different from the many newer versions of the sandwich that McDonald’s competitors are selling.