McDonald’s tries logo-free billboards in France

In a brand identity experiment, the global fast-food chain is banking on customers’ immediate recognition of its food without seeing the iconic golden arches.

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The company’s new advertising campaign in France involves billboards displaying close-up photos of food: fries, a Big Mac, a sundae, a Filet-o-Fish sandwich, and a cheeseburger. The posters have no text. They don’t give the McDonald’s name and don’t include the company’s logo. The photo of the French fries even seems to be intentionally shot to avoid the logo on the container:

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