The world-known logo will be replaced by a gold question mark in an attempt by the company to distance itself from unhealthy junk food. The new look is part of a UK campaign to be launched Friday to challenge the public's perception of its food. UK spokeswoman, Amanda Pierce said the change did not come about because of falling profits and the negative effect of the film Super Size Me. "We have been in the UK for 30 years this October and a lot has changed. We have changed too, so the creative idea on the question mark, is - this is McDonalds', but not as you know it."
The billboard posters will feature fresh salads and fruit instead of Big Macs and fries. Marketing director for McDonald's UK, John Hawkes, said the idea was to offer "great tempting food that was surprising form McDonalds."
A household drop of 17 million booklets detailing the new menus will promote the new image. New menus include six salad varieties and low-fat carrot cake.
It is believed that the company is moving before it is pushed into reviewing its unhealthy image and high fat and salt products, before the government’s white paper outlining measures to tackle obesity in the UK is released.
No comments yet