After grabbing headlines in October 2014 for its supposed slogan change, fast-food giant McDonald's rolls out its legit new campaign today, in what McD's chief marketing officer Deborah Wahl is calling a "brand transformation." And while many of the commercials stress the "lovin'" aspect of the McDonald's slogan, which has apparently remained intact, one commercial in particular comes come with a bit of good-natured hatin' on everything else — mostly, all you foodies and your newfangled love of kale.
A new spot for the Big Mac begins with a voice-over imploring "vegetarians, foodies, and gastronauts kindly avert your eyes," pointing out the burger contains zero quinoa or Greek yogurt for your discerning tastes. The Big Mac also has nothing to do with all your fancy modernist trends: "In its lifetime, it won't be deconstructed or infused." In a video accompanying the release, Wahl says McDonald's new branding "is moving from a philosophy of billions served to billions heard... We are on a journey to change the relationship and conversation." Go, watch the "no kale here" spot above.