Spokeswoman Isabella Lovin said it would "finally put the EU's fisheries policy on a sustainable footing".

BBC: Euro MPs back large-scale fishing reform to save stocks

One easily-translatable message - "I'm lovin' it" (which was dreamt up by the firm's German advertising agency) - would unite the entire McDonald's "system" and show the world it meant business.

BBC: AD BREAKDOWN

To a UK audience, "I'm lovin' it" recalls The Sun's recent "we love it" campaign (another example of a market leading brand with a bit of an image problem, going for feelgood inclusivity over triumphalism).

BBC: AD BREAKDOWN

Sebastian and Yanovsky then teamed up with Joe Butler and Steve Boone to form The Lovin' Spoonful, and it wasn't long before they made an impact on the charts with such songs as Do You Believe in Magic, Daydream and Summer in the City.

BBC: News | Entertainment | Rock's twisted roots exposed

But it was Hatfield's one line, "'Cause you don't love me like you used to do" in "You've Lost that Lovin' Feelin'" which still sends chills up my spine when I hear it.

BBC: NEWS | Entertainment | Righteous Brother Hatfield dies