Dive Brief:

• McDonalds revealed a brand rejuvenation campaign that will retain the long-standing tagline "I'm lovin' it." 
• The rebrand will be a focus on the "lovin'" part of the tagline and will included national TV and digital ads that started this weekend, which includes a spot called "Arch Enemies" that features famous rivals—like a Chicago Bears fan and a Green Bay Packers fan—getting along. 
• Included in the revisions will be new uniforms for all employees, packaging, and signage. 

Dive Insight: 

A complete overhaul of the brand could be just what the restaurant needs. The McDonald's brand has been struggling a bit in recent years, thanks to an overall drop in fast food sales and millennials taste buds favoring fresher foods. The fast food chain will need to move forward cautiously to turn the ship around. If it works, the marketing reboot could serve as inspiration for other struggling chain restaurants.