The fastfood chain is tackling the bruising its image has taken in recent years as a result of growing concerns, particularly in the West following the outbreak of 'mad cow' disease and the perceived high fat content of its meals.
The campaign, supported by the tagline 'I'm lovin' it', aims to breathe new life into the brand by showing people what they want from McDonald's.
This is the burger giant's first global effort in its more than 50-year history. It's designed to give the brand a strategic worldwide message that will fit into local, tactical executions.
"'I'm lovin' it' is a framework, which will appear worldwide. But bringing it to life will require local insights and executions," said David Moore, Leo Burnett vice-president and management supervisor for McDonald's China.