This paper shows how advertising helped McDonald’s achieve five successive record-breaking sales years since its turnaround. In 2007 McDonald’s was back in growth after four years of stagnation, but it had yet to regain the trust and love of its customers. Two complementary brand advertising campaigns, ‘Trust’ and ‘Favourites’, rolled out over a number of platforms, including TV, press, in store, outdoor and digital, worked in harmony to get people to trust and love the brand again through celebrating its role in modern British life. They delivered £349m in short-term sales in addition to the £460m delivered by promotional advertising and a near fourfold increase in payback of £9.79