McDonald's Big America Campaign

The McDonald's machine (or should I say 'Mack-do' as it is commonly called here in Japan) keeps rolling out the gems to increase their presence and popularity in Japan.  My wife and I sensed a subtle but impending doom for the Japanese when McDonald's finally thought the timing was right to unveil its quarter-pounder to the Japanese market last summer.  Prior to that, it was just thought to be too much burger for the petite Japanese culture.  Apparently not.

Alas, it was met with resounding popularity in Japan.  And why not?  Let's be honest, despite the health concerns, the stuff tastes good.  The only problem is that, while the Japanese might have some idea of why America has an alarming obesity rate, I don't think they are taking seriously the potential long-term dangers that can result from America's fast-food machine.  So, naturally Mack-do has decided to capitalize on the popularity of the quarter-pounder.

Starting back in January, McDonalds began running ads for their 'Texas' burger as part of their new 'Big America' campaign.  Doesn't anyone here in Japan see the writing on the wall?!?!  The irony is hilarious.  One could argue that the ad actually suggests fast food can lead to an increased belt line.  I'm sure its not what they meant, but I can't help but smirk when I see the 'Big America' billboards.

In all, McDonalds has unveiled 4 types of 'Big America' burgers, all variations on that ol' classic, the quarter-pounder.  The Texas burger, California burger, New York burger, and Hawaii burger will attempt to provide different tastes from well-known regions in America.  As you can see from the picture, the Texas burger was so popular, it will be coming back.

A great marketing ploy to be sure, but in the end, I wonder what the effect will be on 'Little Japan'.

More details on each variation of the burger in the 'Big America' campaign can be found here.