McDonald’s Announces Black & Positively Golden Campaign
McDonald’s recently announced the launch of a positively brilliant, positively black campaign. The fast-food giant took over Los Angeles’ Leimert Park to announce their community uplifting Black & Positively Golden campaign.
Black & Positively Golden is a Mac sauce smothered effort emphasizing black education, empowerment, and entrepreneurship. It’s deliciously black and Quarter Pounder packed with positivity as part of a larger effort to reconnect with customers and build a better McDonald’s.
BOSSIP was on hand for Mickey D’s Black And Positively Golden Innovator Initiative Launch Event at YWCA Greater Los Angeles where McDonald’s execs, black owners/operators, politicians, and creatives converged to reflect on the campaign’s potential impact.
Journalist Gia Peppers hosted a panel featuring Lizette Williams, Head of Cultural Engagement & Experiences, McDonald’s USA, Terrence Burrell, Creative Director of Burrell Communications, Nicole Enearu, second-generation McDonald’s Owner/Operator, and Marvin Owens, NAACP Senior Director of Economic Programs.
BOSSIP asked each of them what made them “black and positively golden”….
Lizette Williams: “Black & positively golden, it’s not really about me. It’s the shoulders on which I stand. It is the foundation of the people who came before me.”
Terrence Burrell: “Being a creative marketer, advertiser, I dould do what I do anywhere and doing what I do at Burrell is a way of giving back a little bit and making sure that my legacy and my contribution to society is helping chang and shape the images and stories of people who look like me and grew up like that so people will continue to see positivity in their life. The media like to show the negative and even advertising that happens, I get to create things that aren’t stereotypical.”
Nicole Enereau: “What makes me black and positively golden is focusing on the three things that it embodies which is education, empowerment, and entrepreneurship. Education has always been something that’s been important to me, the education with our restaurants with our employees we make sure we offer flexible schedules so people can go to school. Through our Archways to Opportunities program, they’re able to get money for school.”
and Nicole Enereau reflected on McDonald’s impact on black female entrepreneurship while noting that the campaign’s launch during Women’s History month is especially timely and hits especially close to home.
“In 2018 McDonald’s did something they’ve never done before which is flip their iconic golden arches from an M to a W to celebrate International Women’s History Day,” said Enearu. They chose one owner and operator in the whole entire globe to have the M’s flipped and it was my family, my mom who was honored. So it’s an extra special to be able to represent women, to represent the legacy of what my mom has built. It’s a testament to what women working together can do.”
Black & Positively Golden has commenced a yearlong commitment to the YWCA USA, supporting the organization’s Women’s Empowerment 360 Program, an initiative designed to empower women of color who aspire to be entrepreneurs. Currently, more than 70% of the participants are African-American.
The Leimert Park event BOSSIP attended featured a transformative empowerment mural created by LA-based artist Enkone….
and an appearance by actress/comedienne Yvonne Orji.
The night also ended with a special performance by multi-platinum recording artist Normani.
If you’re ready to celebrate your beautiful blackness with McDonald’s, watch the Black & Positively Golden ad that debuted during the 50th annual NAACP Image Awards below.
For more information on McDonald’s new Black & Positively Golden campaign, follow @wearegolden on Instagram.
More Quarter Pounder packed positivity on the flip.
Lizette Williams, Head of Cultural Engagement & Experiences, McDonald’s USA, on Black & Positively Golden’s #BlackGirlMagic element:
“Black & Positively Golden is all things black girl magic, tonight we’re having Yvonne Orji and Normani with us. It really encompasses stories of truth, power, and pride and when you think about black girl magic and what that means, we are all things truth, power, and pride. Man, are we proud! I think it really does a nice job supporting black girl magic.”
Terrence Burrell, Creative Director of Burrell Communications, on how YOU can spread Black & Positively Golden’s gorgeous blackity blackness on social media:
“I would love people to go around their neighborhood, go around the community and share all the black and positive things that happen, whether you do it or observe it, whatever it is, tag it #BlackAndPositivelyGolden. It’s one of those things you want to take a life of its own.”
Gia Peppers and Yvonne Orji posed for a pic together.
Black journalist, THE Roland Martin was also on hand.