Now that McDonald’s has conquered the kids’ market, it’s targeting grown-ups with Arch Deluxe and its biggest launch campaign since the introduction of the Big Mac in 1972.

The Arch Deluxe is a hamburger on a homestyle bakery bun, topped with a leaf of iceberg lettuce, sliced tomato, cheese, slivered onions and a special mustard and mayonnaise sauce.

A second version comes with a slice of hickory-smoked peppered bacon.

The company began running teaser commercials in North America at the end of April that featured company icon Ronald McDonald in the decidedly mature pursuits of playing golf and billiards, and dancing in a nightclub.

McDonald’s Restaurants of Canada dominated Canadian primetime television May 9 with the kickoff of Arch Deluxe launch advertising.

Peter Beresford, senior vice-president and national director of marketing, says, ‘I can’t be specific on numbers, but it’s a multi-million dollar launch, the biggest we’ve ever done for a brand.

‘We wanted [to leave] no doubt that by May 10, Canadians would have a very clear idea how McDonald’s is growing up and the fact we have a new brand.’

Published reports in the u.s. have pegged the campaign at us$75 million and have stated that the company goal is us$500 million in Arch Deluxe sales by the end of the year.

Arch Deluxe is the first new product for McDonald’s in Canada since Pizza, a Canada-only item, was made a permanent part of the menu three years ago.

Beresford says Arch Deluxe is more than a new product, it’s the start of a whole new era for grown-ups at McDonald’s.

It is also the important first brand on an adult menu that could see many other additions in the future.

‘Our plan is to make McDonald’s as popular…for adults as it already is for kids,’ says Beresford.

‘We know kids are bringing their parents to McDonald’s; we want to give parents a reason to bring their kids to McDonald’s.’

The price of the adult burger is up to individual McDonald franchisees, but Beresford expects it to be approximately $3.19 with bacon, and $2.79 without.

A sandwich with fresh, sliced ingredients – a staple at competitive restaurants such as Wendy’s, Burger King and Harvey’s – has been missing from the McDonald’s menu since the demise of the McDLT.

McDLT was removed to make room for McLean Deluxe, which was introduced in the u.s. in 1991 and has since disappeared.

For the month of May and during the summer, McDonald’s will be staging an extensive television, radio and outdoor campaign for Arch Deluxe.

In addition, a direct mail piece with a special introductory coupon will be sent to every household in Canada.

Advertising for North America was created by Fallon McElliot of Minneapolis, Minn.

In Canada, McDonald’s roster of agencies handled media buying and local market extensions, such as public relations and promotions.

McDonald’s agencies are Cossette Communication-Marketing, which has the national assignment, in addition to Quebec; Palmer Jarvis of Vancouver, which handles Western Canada; Vickers & Benson, with the Ontario portion; and in Atlantic Canada, Halifax-based McArthur Thompson & Law Advertising & Public Affairs.

Ronald McDonald has disappeared in the launch campaign, but Beresford says he will likely be brought back later in fun spots similar to the pre-launch efforts.

Beresford says the advertising positions Arch Deluxe as something that’s not for kids.

One spot takes place in a classroom of seven-year-olds.

The teacher introduces the father of one of the children, the manager of the local McDonald’s, who makes a presentation to the class.

The children are impressed that he knows Ronald McDonald, and makes hamburgers and fries, but he turns them off when he mentions that he also makes the new Arch Deluxe.

The closing voice-over says, ‘McDonald’s introduces the new Arch Deluxe, a decidedly adult taste made just for grown-ups.’

A second execution shows a bored 20-something woman looking out the window on a rainy day.

The voice-over says, ‘Wouldn’t it be a great idea to take your kid to McDonald’s for lunch?’

The phone rings and it’s the woman’s father, asking to take her to McDonald’s so they can try the new Arch Deluxe.

The closing line is, ‘McDonald’s introduces the new Arch Deluxe, a grown up taste. Why don’t you take your grown-up kid out to McDonald’s today?’