McDonald’s dresses up new salads

A new 'Summer Style' campaign pairs up McD's with fashionistas, while Cossette tosses out attention-grabbing superboards and a first-ever Chatelaine cover takeover.

McDonald’s Canada is kicking off the skinny summer season with four new salads, but it’s dressing them up with more than just vinaigrette. To kick off the campaign, which also includes unique billboard and print executions developed by Cossette, the restaurant chain is partnering with fashion experts and designers who will host a ‘Summer Style Luncheon’ in Toronto’s Yonge and Dundas Square on June 23, offering advice on accessorizing and dressing for the summer.

With media handled by OMD, high-impact superboards that are ‘bursting’ with ingredients will be posted in major markets across the country this summer, showing vegetables and salad forks coming out of the edges of the board. Meanwhile, in print, a first-ever placement will appear on the front cover of Chatelaine magazine. Outdoor, TV and online media will run through to July 5.

For the ‘Summer Style’ event, developed by PR and communications firm GolinHarris, the fashion experts (design trio of Kavi Kavi fashion house, former Project Runway Canada contestant Lucian Matis, and CityLine fashion and style expert Lisa Rogers) are also blogging advice throughout June on McDonald’s microsite,, promoted through blogger outreach and a Facebook event page.

‘We understand that like clothes, meals are not one-size-fits-all,’ says Brian O’Mara, CMO at McDonald’s Canada, in a release. The ‘Summer Style’ campaign is about reaching out to women, but also about grabbing consumers’ attention, and showcasing the new options, a spokesperson adds.