McDonald's Updates Decade-Long 'I'm Lovin' It' Campaign

Following another year of continued sales decline, McDonald's is hoping to reverse its fortunes by reinvigorating its decade-long "I'm Lovin' It" campaign, according to Nation's Restaurant News.

In a video message to members of the media, McDonald's chief marketing officer said that the company would be "reigniting the lovin' that's been at the heart of the brand since the very beginning," starting with a series of new ads.

Popular items like the Big Mac (which isn't going anywhere) and the Egg McMuffin received their own dedicated ads, and in another, traditional adversaries like Batman and the Joker and Spongebob and Plankton share a moment of friendship over McNuggets and other classic menu items.

The revamped campaign comes at a particularly difficult time in the company's sales and product innovation history, marked by a 2.3 percent drop in domestic same-store sales, according to Nation's Restaurant News. Recently, the company also expanded its build-your-own-burger platform in an effort to reach out to customers, and announced that it would cut down its menu in favor of faster service.