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Can McDonald’s new Hamburglar ride to the rescue?

New McDonald’s boss Steve Easterbrook is trying to revive the sagging brand, a mighty task.

One idea must have been to ditich all the old McD bits, like the revolting Ronald McDonald, and find some new ones.

But it seems like its ‘back to the future,’ in some respects anyway.

The venerable McDonald’s ‘Hamburglar’ has made a comeback, masquerading as a suburban dad in some new films and this dodgy-looking character below.

And, didn’t you just know, he seems to be a social media phenomenon.

Whether or not he sells any more burgers is a moot point but he’s certainly making an impact.

There are times when this business….

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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