...ronald mcdonald has been a mcdonald's mainstay since the 1960s?
McDonald’s probably has one of the most instantly recognisable brands in the world. Since its inception in San Bernardino, California in the 1940s, the fast-food restaurant chain has gained a truly global footprint, with well over 35,000 branches in over 100 different countries. That is pretty impressive.
The Happy Meal, the Big Mac and the McFlurry are just some of the McDonald’s product range. When it comes to advertising the ‘McDonald’s’ brand, the ‘Ronald McDonald’ clown character has been a core feature of its promotional efforts, dating back to the same year that the USSR put the first woman - Valentina Tereshkova - into space. That was 1963! Since Ronald’s debut, the mythical character has had an interesting history. Here are just a few of Ronald’s 'history highlights' ...
1) Ronald McDonald’s early appearances in TV adverts indicated that he was a resident of an imaginary cartoon world known as ‘McDonaldland’, which he shared with the Hamburglar, amongst others. ‘McDonaldland’ landscape cartoons were a regular feature on the walls of McDonald’s restaurants in the 1980s, but these were gradually phased out and often replaced with more sober and corporate style imagery.
2) Ronald McDonald is not the only cartoon mascot for a fast-food burger restaurant chain. Wimpy - who were in direct competition with McDonald’s in North America and Europe in the 1970s and early 1980s - had their very own ‘Mr Wimpy’.
3) Ronald McDonald was a regular visitor to children’s parties across the world in the 1980s and 1990s. Anyone who hosted or visited an event at a McDonald’s restaurant around this time might have been lucky enough to receive a visit from the clown character himself. The author of this article has many such happy memories of Ronald.
While Ronald McDonald remained a pivotal plank of the promotional activities of McDonald’s franchises in the Far East between the late 1990s-2010s, he was far less visible in Western Europe during this time. Indeed, in this geographical area, the chain largely mothballed the character. Ronald did, however, make occasional appearances in Happy Meal toys and promotions from time-to-time. Officially, Ronald McDonald was never retired and he remains a facet of the McDonald’s corporate image to this very day, albeit a less visible one in some areas.
Patrick O'Shaughnessy (@historychappy)
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