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McDonald’s Isn’t Lovin’ All the Attention to Its Slogan Ideas

McDonald's "tailgating" at the NFL season opener kickoff party on Sept. 4 in Seattle
McDonald's "tailgating" at the NFL season opener kickoff party on Sept. 4 in SeattlePhotograph by Suzi Pratt/Getty Images for McDonald's

After reports came out last week that McDonald’s would use the slogan “Lovin’ Beats Hatin” in a new marketing campaign next year, the Internet lit up with mockery of the phrase. Then the burger chain denied this was its new slogan, insisting it had no plans to use the phrase even informally on social media.

Yet it seems the Golden Arches has been planning some new use for lovin’ and hatin’. Burgerbusiness.com reported that McDonald’s has filed to trademark “Lovin’ > Hatin’ ” and the phrase “Lovin’ Is Greater Than Hatin’ ” with the U.S. Patent and Trademark Office.