Selling 'Le Big Mac' with an Asterix

McDonald's has hired comic-book hero Asterix the Gaul to sell hamburgers

By CNN's Hala Gorani

PARIS, France (CNN) -- In France, he's famous for a series of improbable victories against overwhelming odds.

But now Asterix the Gaul faces perhaps his biggest battle yet -- persuading Parisians to change their eating habits.

Fast-food giant McDonald's has hired the comic-strip character in the hope that he can tempt the French to swap their baguettes for "Le Big Mac."

McDonald's is spending millions of dollars on a series of commercials starring Asterix, promoting for a short time new exotic sandwiches with a Mediterranean twist, such as McGrèce.

On the street, Parisians don't seem impressed. But McDonald's is trying hard to appeal to European consumers.

VIDEO McDonald's is teaming up with Asterix the Gaul. CNN's Hala Gorani reports (January 24) Play video (QuickTime, Real or Windows Media)

It's been losing money recently, hurt by food scares in Europe like mad cow disease. And its image has been damaged by anti-globalisation protesters, who have often grabbed headlines in France by mounting vigorous protests against the U.S. corporation.

"The French like to think of themselves as the only true resistance against American imperialism," says Thomas Sotinel of the Paris daily Le Monde.

"So it's funny to see the most potent symbol of American economic power using Asterix as their marketing tool."

Anti-globalisation protests and food scares like mad cow disease have hurt McDonald's revenues and image in France

Meanwhile, French fast food rivals have mounted a challenge of their own.

"They develop very good products and services to compete with the Americans," says Tom Blackett, deputy chairman of Interbrand.

"And they also develop very good advertising campaigns that actually address the needs of individual countries and consumers."

Sitting in a Paris McDonald's eating a Big Mac, you could feel like you're anywhere in the world -- and that's what the company is trying to change in countries like France.

But brand experts say that tailoring marketing campaigns alone cannot succeed -- unless McDonald's products continue to appeal to international consumers.