McDonald’s kicked off the New Year with a new branding effort. They are transforming the “I’m lovin’ it” campaign to focus more on the love. It’s in response to slumping numbers and consumer changes, but this new effort comes up short.

Despite its complete rip-off from Oreos’ recent “Wonderfilled” ads, the new buy fails to address their real marketing issue—their cheap and trashy food.

McDonald’s is convenient for their consumer’s time and wallet. It’s what has made the company so successful in the past. While they have tried to adapt to the recent decade health food trend, the only change that came from this was a menu with thrown in mushy chicken wraps and oddly coupled salads. They tried to accommodate the new interests, but ended up spreading themselves too thin with food that only appeared healthy to those with both eyes shut.

This is shown by their slumping numbers. Net income for the third quarter fell 30% to $1.07 billion ($1.09 per share) from $1.52 billion ($1.52 per share) a year ago. It’s understandable that the company felt a need to make a change. Sadly, they went about it all wrong. Their answer was to double-down on the “lovin,” and play up the “deals” such as a triple steak burger for $2.

Now, a case can be made that they are trying to focus on the younger age group with ads featuring cartoons both on Snapchat and television. But they missed the point. Let’s face it; we go to McDonald’s because their meals come at great deals. All they have to do is make their consumer feel less crappy about eating their food. Make the guilty pleasure, but soften the guilt. There’s no need to bring love into it. Excuse me for being harsh, but my idea of love isn’t a triple cheese burger thrown in my face. The only love I’m gaining is the extra pounds on my love handles.

They did, however, have a positive buy this New Year. The infamous Big Mac missed out on the love, and was featured in a big, sassy new spot. It’s bold, it has an attitude, it takes a stand and it makes no apologies for what it is—a juicy hamburger. They embraced what they really are without having to go as far as Hardee’s, where they have gone overboard with the “bigger is better” no matter what style.

If the company really wants to take a new direction, they should try something they haven’t in the past five years: embrace themselves. We know what we are buying when we go through these golden gates. They need to focus more on the home style chicken strips, saucy BLTs, and satisfying quarter-pounders.

Let’s not play this love game, just give it to me straight.