Editing Big Mac (section)

==Advertising==
==="Two all-beef patties" jingle<span class="anchor" id="Two all-beef patties slogan"></span>===

In 1974 McDonald's commissioned an advertising [[jingle]] which popularized the list of ingredients of the Big Mac: "Two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun."<ref name=":0">{{cite book | last=Beaudoin | first=N. | title=A School for Each Student: High Expectations in a Climate of Personalization | publisher=Taylor & Francis | year=2013 | isbn=978-1-317-92474-6 | url=https://books.google.com/books?id=ibRFAAAAQBAJ&pg=PA3 | access-date=November 7, 2017 | page=3}}</ref>

In 2008 McDonald's restaurants in Malaysia revived the slogan. The revival included the original prize of a free Big Mac if the customer was able to recite the slogan in under four seconds. It was released in May, along with the promotional ''Mega Mac'', which had four beef patties instead of two.<ref name="autogenerated1" />

===McDonaldland character===
{{main|McDonaldland}}
[[File:Officer big mac playground.jpg|thumb|upright|McDonald's playground Officer Big Mac climb-in jail]]
McDonald's began a television advertising campaign appealing to children in 1971 featuring a fantasy world populated by [[Ronald McDonald]] and various [[mascot]]s promoting McDonald's products. Some characters were also modeled in McDonald's store playground equipment. The Big Mac was represented by Officer Big Mac, a [[Keystone Cops]]-style policeman with a giant Big Mac sandwich for a head. The characters were revised after a 1973 [[Sid & Marty Krofft Television Productions Inc. v. McDonald's Corp.|plagiarism lawsuit]] brought by television puppeteers [[Sid and Marty Krofft]] because of similarities to their ''[[H.R. Pufnstuf]]'' characters. A modified Officer Big Mac continued in the commercials until 1985.

===Hip-hop product placement===
In 2005 McDonald's began offering [[product placement]] rewards to [[hip hop]] artists who [[name-dropping|namechecked]] the Big Mac in their music, giving US$5 to the artist for every time a song mentioning the hamburger was played on the radio.<ref>{{cite news |url=http://news.bbc.co.uk/2/hi/business/4389751.stm |title=Return of the Mac – coming soon<!-- Bot generated title --> |work=BBC News |date=March 29, 2005 |access-date=March 26, 2010 |archive-url=https://web.archive.org/web/20051224150429/http://news.bbc.co.uk/2/hi/business/4389751.stm |archive-date=December 24, 2005 |url-status=live}}</ref>

===EU trademark revocation===
McDonald's sued the Irish fast-food chain [[Supermac's]] for trademark infringement and claimed the name would confuse consumers in European markets.<ref name="independent" /> On 11 January 2019, the [[European Union Intellectual Property Office]] (EUIPO) ruled in Supermac's favor in what has been called a "[[David vs. Goliath]]" victory.<ref name=independent/> McDonald's submitted a copy of the Wikipedia article about the Big Mac as part of its evidence, but the court found the Wikipedia page was not acceptable as "independent evidence".<ref name=independent>{{cite web |url=https://www.independent.ie/irish-news/tasty-result-for-supermacs-with-david-and-goliath-big-mac-win-37716672.html |title=Tasty result for Supermac's with 'David and Goliath' Big Mac win |work=[[Irish Independent]] |location=Ireland |author=Gordon Deegan |date=January 16, 2019 |access-date=January 16, 2019 |quote=As part of its submission claiming 'proof of use' of the Big Mac, McDonald's submitted a printout from en.wikipedia.org, providing information on the Big Mac hamburger, its history, content and nutritional values in different countries. The EUIPO stated it couldn't accept the Wikipedia evidence as "independent evidence".}}</ref><ref>{{Cite web|url=https://www.docdroid.net/A5QdVFE/big-mac-tm-revocation.pdf|title = Big Mac TM revocation.PDF}}</ref>

In 2023, the EUIPO Board of Appeal annulled the decision after McDonald's filed 700 pages of additional evidence, despite objections.<ref>{{cite web | url=https://www.worldtrademarkreview.com/article/mcdonalds-finally-proves-big-mac-use-what-can-brands-learn-long-running-saga | title=McDonald's finally proves BIG MAC use, but what can brands learn from this long-running saga? }}</ref>

Supermac's responded by bringing the case to the [[European Court of Justice]], which finally ruled in 2024 that McDonald's had not proven use of the Big Mac trademark when it came to poultry products or operating restaurants.<ref>{{cite news |first1= |title=EU court rules in favour of Supermac's in 'Big Mac' trademark row with McDonald's |url=https://www.irishtimes.com/business/2024/06/05/eu-court-rules-in-favour-of-supermacs-in-trademark-row-with-mcdonalds/ |access-date=5 June 2024 |newspaper=[[The Irish Times]] |date=6 June 2024}}</ref> The ruling does not affect the trademark with respect to the Big Mac [[hamburger|burger]] product.