McDonald’s Corp. will begin airing a series of TV ads this week that will use a new marketing strategy that will emphasize the word “love” in its long-running “I’m Lovin’ It” slogan, according to a Jan. 3 NBC Chicago report.

As part of the push, McDonald’s released TV ads it says will begin airing this week, including an animated video where the Joker and the Batman, a mail man and a dog, a blue donkey and red elephant and Smurfs and Gargamel show affection to each other and share McDonald’s products. The upbeat spot ends with the words “Choose Lovin'” surrounded by a ring of hearts.

The NBC Chicago reported that the push to identify itself with love and positivity in the minds of customers comes at a challenging time for McDonald’s, which is facing shifting eating habits, intensifying competition and growing calls by workers and labor organizers for higher pay and a union. Sales for its flagship U.S. division have continued to struggle even after McDonald’s replaced its president twice in less than two years. In November, sales fell 4.6 percent at established U.S. restaurants.

The strategy of associating its brand with an uplifting emotion isn’t unique in the marketing world; Coca-Cola, for instance, has established itself by likening its namesake soda to moments of happiness.

Allen Adamson, chairman of brand consulting firm Landor North America, said McDonald’s is trying to achieve something similar by focusing a massive organization behind a big, simple idea that “sits above the quality of its food.” But he said the challenge for McDonald’s will be in tying “loving” back to the experience of eating at McDonald’s.

NBC Chicago reported that McDonald’s had planned to unveil the marketing strategy at a media event on Dec. 17, but it cancelled the week before without explanation.