McDonald's plans to roll out a new campaign slogan next year and customers may need to freshen up on their third grade math skills to understand it.
The new tagline "Lovin' > Hatin'" or "Lovin' is Greater Than Hatin'" will stand in for McDonald's 11-year-old catchphrase "I'm Lovin' It," but will not replace it, according to The Wall Street Journal. The burger giant filed U.S. federal trademark registrations last week for both the equation and the phrase, according to BurgerBusiness.
The new campaign is expected to start on Jan. 1 and include a 60-second ad to air during Super Bowl XLIX on Feb. 1 on NBC. The fast food chain hopes to "spread happiness in the face of Internet hate," sources told the Journal. A previously reported slogan last week read "Lovin' Beats Hatin'."
The changes come after McDonald's reported "sagging profits" and increased competition from fresher-food options such as Chipotle. Same-store U.S. sales dropped 4.1 percent in September, the worst month since February 2003, according to the Journal.
"I'm Lovin' It" became the official slogan for McDonald's in 2003. Previous taglines for U.S. campaigns include "We Love to See You Smile" and You Deserve a Break Today." The restaurants signs used to display how many burgers served but the company stopped counting in 1993, according to the San Bernardino Sun.
