It’s no secret that times are hard for McDonald’s. Better burger joints have eaten away at McDonald’s’ profits and a recent CNN report noted that Wall Street is not impressed by the company’s efforts to rebuild and rebrand itself.
Today, McDonald’s made its latest attempt to win back customers by bringing back the Hamburglar for a new campaign for the limited-time Sirloin Third Pound Burger.
This Hamburglar is noticeably slimmed down and couldn’t possibly be subsiding on a diet of McDonald’s food. For comparison’s sake, this is what the Hamburglar looked like in his previous incarnation.
The Hamburglar is a relic of the ‘70s when McDonald’s co-opted the ideas and imagery of Sid and Marty Krofft’s television characters for the McDonaldland ad campaign. The Kroffts certainly thought so and they successfully sued McDonald’s for copyright infringement.
Regardless, The Hamburglar and other McDonaldland characters remained popular throughout the ‘80s and early ‘90s before they were phased out of advertising campaigns in 2003.
The New Hamburglar has been trending all day in social media, which gives McDonald’s at least a short term win. Whether Hamburglar can actually sell some burgers remains to be seen.
Perhaps the perfect followup is a relaunch for all of the McDonaldland characters. Next up, Grimace: the milkshake who was once a man!
Share your McDonaldland relaunch ideas in the comment section below!
