McDonald’s hot debut in 1954 was the result of a formidable partnership between salesman Raymond Albert Kroc and brothers Dick and Mac McDonald. This dream team sparked off an unstoppable McDonald’s phenomenon in the United States. When Ray Kroc opened a McDonald’s restaurant in Des Plaines, Illinois, it earned a first-day revenue of $366.12, quite a hefty amount at that time. Even heftier was the value placed on this food establishment back in 1965 when it first appeared in Wall Street. Then, a stock share amounted to $2,250. McDonald’s just kept getting bigger and bigger and in 1985, the company found itself among the 30-company Dow Jones Industrial Average.
At present, McDonald’s is reportedly the pioneer of food service retailing all over the world. This fast-food giant has put up its golden arches in over 100 countries, serving as many as 47 million customers a day. That’s quite a lot of burgers! And how exactly do they get to serve this much? Is it really all about the burgers? Is it Ronald McDonald’s lovable and welcoming face? Is it the lure of the golden arches?
In 2003, the answer became clear. People around the world only have three words to say about McDonald’s: "I’m lovin’ it!" This campaign expression was the result of a brainstorming competition among a number of McDonald’s leading international advertising agencies. One of these was Heye & Partner from Unterhaching, Germany who came up with the catchy three-word tagline.
This new campaign slogan made it clear that whichever part of the world you’re from, you have something in common with everyone else all over the globe: McDonald’s, but of course! As you might have expected, the same thing goes for the Philippines.
For Filipinos to get a better grasp of the all-new marketing campaign of McDonald’s, McDonald’s Philippines decided it was best to translate the tagline into our language. The result is another catchy three-word campaign, "Love ko ’to."
While in the US, the McDonald’s campaign was led by award-winning artist Justin Timberlake, the Filipino McDonald’s campaign got a little help from Filipino "American Idol" Jasmine Trias. The campaign’s going stronger than ever. This year, Filipinos still love McDonald’s and helping express this love is one of the country’s hottest female artists today, Kitchie Nadal.
The 24-year-old Kitchie Nadal is a well-loved goddess of alternative rock. With a guitar in one hand and a pen in the other, this remarkable young woman has composed a number of unforgettable songs that are enjoying a well-deserved success in the airwaves today.
Kitchie has also completed a double major course of Psychology and Education at the De La Salle University. As you can tell, this readiness to work hard and strive for the best is also reflected in the artistic career that she has clearly nurtured equally well.
Kitchi’s album has already sold more than 60,000 copies, taking it straight to a double platinum status. At the recent 18th Awit Awards, Kitchie also claimed awards for Best Performance by a Female Recording Artist and Best Ballad for her hit song Wag na Wag Mong Sasabihin. More, she was named the Nickelodeon Channel’s Pinoy Wannabe Kids Choice Awards. Kitchie went on to claim two Aliw Awards: Best Female Concert Performer in an Intimate Venue and Most Promising Entertainer. Indeed, Kitchie is on top of the music charts and very rightfully so.
Yet, Kitchie goes about her everyday life with both feet on the ground. She keeps the company of her band – Jeff de Castro on lead guitar, Aaron Cambonero on bass and Marco Guzman on drums and percussions – and she maintains a spiritual devotion to God. But certainly, she also makes time for something else that she truly loves – McDonald’s.
It’s a late afternoon when I walk into McDonald’s Greenbelt for an experience like no other. Kitchie Nadal walks straight to a makeshift center stage and treats her assorted audience to a mini-concert. Wearing a pair of denim pants with a brown belt and a hanging gold chain, a white long-sleeved top and matching tousled hair, Kitchie dishes out one rousing number after another – well-loved songs Deliverance, Same Ground, Wag na Wag Mong Sasabihin, Bulong, Run, Pangarap Ko’y Maging Isang Tulay, and, of course, Love Ko ’To.
Collaborating with lyricist Ray Tiempo who penned the earlier version of the song, Kitchie decided to give the new Love Ko ’To jingle a rock-inspired twist. At the same time, the song reflects a message that she wants to share with everyone in this part of the world. Despite her success today, she remains a simple person. Which is exactly why she declares, "I’m singing our song."
Can’t wait to hear Kitchie’s latest song? Don’t you worry now. Just walk into your nearest McDonald’s and for sure, you’ll get to hear it. Better yet, turn on your radio and catch a serving of Kitchie’s heartwarming song.
Surely, Kitchie Nadal is all over these days sharing the love!