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Co-branding: In a long overdue marketing
strategy shift, McDonald's appoints
Paul Newman head salad chef.

OAK BROOK, IL, March 9, 2003. Can Paul Newman help McDonald's arrest its long greasy slide from the top slot in fast food brand marketing? The New York Times reports that the McDonald's Corporation has reached an exclusive agreement with Paul Newman to beef up their own brand identity by marketing Newman's Own salad dressings with a new line of McDonald's salads. The company said its new salads will replace its McShaker line of greens, which was a well-earned product naming fiasco. Apparently tieing milkshakes to salads was a brand strategy leap that customers had a tough time making.