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McDonald's Unveils New Mission and Image for Brand Ambassador Ronald McDonald

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Ronald McDonald debuts his new clothes.

OAK BROOK, IL--(Marketwired - Apr 23, 2014) - Ronald McDonald, who represents the magic and happiness of the McDonald's brand, is setting out on a global mission to rally the public through inspiring events.

For the first time, Ronald McDonald will take an active role on McDonald's social media channels around the world and engage consumers using the #RonaldMcDonald hashtag. As Ronald begins his journey, he seeks to deliver on the mission: "Fun makes great things happen" -- the idea that moments of fun and enjoyment bring out the simple pleasures in life and can lead to acts of goodness. 

"Ronald brings to life the fun of our brand by connecting with customers around the world, whether he's promoting literacy or spreading cheer at a Ronald McDonald House," said Dean Barrett, Senior Vice President, Global Relationship Officer. "Customers today want to engage with brands in different ways and Ronald will continue to evolve to be modern and relevant."

Owner/operators of newly-built and remodeled restaurants around the world will also have the opportunity to incorporate revamped in-store graphics, furniture and other design elements featuring Ronald McDonald within restaurant interiors over the next few years. Television ads and promotional materials in the U.S. with the newly-reimaged Ronald will begin appearing later this year.

Ronald McDonald will be sporting a new wardrobe, which includes yellow cargo pants and a vest, accompanied by a red-and-white striped rugby shirt. His iconic big red shoes will remain the same. Reserved for special occasions, Ronald has a whimsical new red blazer with the Golden Arches on the front pocket and his well-recognized signature on the back, and a special bowtie to complete the look.

Ronald's new clothes were designed by esteemed theatrical designer Ann Hould-Ward. In addition to countless Broadway, off-Broadway, and regional theater credits, Hould-Ward won a Tony Award for "Beauty and the Beast," and received nominations for "Into the Woods," and "Sunday in the Park with George." 

"Designing new clothes for Ronald McDonald was one of the highlights of my career," Hould-Ward said. "I've worked with some really big names over the years and suiting up a living legend was a real thrill."

"It's wonderful to see what Ronald means to people around the world," said Marlena Peleo-Lazar, Chief Creative Officer for McDonald's USA. "We couldn't be more excited to give him a new look and send him off to visit his fans everywhere."

Ronald McDonald can't wait to connect with people through social media. "Selfies ...here I come! It's a big world and now, wherever I go and whatever I do...I'm ready to show how fun can make great things happen," said Ronald McDonald.

About Ronald McDonald
Ronald McDonald joined McDonald's in 1963, with a TV appearance in Washington, D.C. Two years later, Ronald made his first national TV appearance in a commercial during the Macy's Thanksgiving Day Parade. He was named national spokesman for McDonald's in 1966. He remains the embodiment of McDonald's dedication to the happiness and well-being of people worldwide and also helps kids learn in a fun way about important subjects, such as fire safety, exercise, health and hygiene, anti-bullying, self-esteem and literacy. Ronald will also be keeping up with his duties as the face of his namesake, Ronald McDonald House Charities, just as he has since 1974.

About McDonald's
McDonald's is the world's leading global foodservice retailer with approximately 35,000 locations serving more than 70 million customers in more than 100 countries each day. More than 80 percent of McDonald's restaurants worldwide are owned and operated by independent local men and women. To learn more about the company, please visit www.aboutmcdonalds.com and follow us on Facebook and Twitter.



Becca Hary
McDonald's
(630) 623-7293
becca.hary@us.mcd.com

Mary Birkhauser
Olson Engage
(312) 854-8393
mbirkhauser@olson.com

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