SYDNEY: McDonaldÕs will spend up to $8m promoting the biggest change to its menu in 30 years. Launching today (31 August), the New Tastes menu was developed to accommodate changing lifestyles and eating habits, said Joe Talcott, McDonaldÕs director of marketing. ÒWe conducted qualitative and sensory research and found people want to experience different tastes and foods in McDonaldÕs,Ó he said, adding that the objective of the New Tastes menu is to provide real food that has a broader appeal. Talcott said that the ongoing development of the New Tastes menu, featuring food like toasted sandwiches and pikelet dippers, would comprise a ÒsignificantÓ part of the companyÕs annual $80m marketing budget, which will include a national full service campaign developed by DDB, airing 7 September. Creative team was executive creative director Garry Horner, copywriter Misha McDonald, and art director Michael OÕRourke. Sarah Grant
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