 The following spring brought a 55-cent Big Mac promotion, which many customers either rejected outright or were confused by because the burgers had to be purchased with full-priced fries and a drink.The promotion embittered still more franchisees, whose complaints led to its withdrawal.In July 1997 McDonald's fired its main ad agency, Leo Burnett, a 15-year McDonald's partner, after the nostalgic "My McDonald's" campaign proved a failure.