McDonald’s is going on with its 7-year-old «I’m Lovin’ It» campaign, which has been much more successful and running longer than its predecessors «You deserve a break today,» and «Food, Folks and Fun,» and adds more life to it. According to CMO Mary Dillon, the new approach is “more authentic, more saturated in consumer insights and emotion, and within «a framework that gives us a consistent point of view about our brand