McDonald’s goes ‘bigger and stronger’ with Christmas campaign after 2016 success

McDonald’s is launching its biggest Christmas ad campaign yet as it looks to build on the success of its 2016 activity and put its brand “at an advantage” over the festive season.

The #reindeerready campaign, created by its creative agency Leo Burnett, will launch on Friday (17 November) on Channel 4 before the start of Gogglebox. From today (15 November), the brand will be airing teaser clips to build anticipation.

McDonald's UK Christmas ScreenChow

The TV spot tells the story of a young girl on a shopping trip with her father who is saving a McDonald’s carrot stick to give to Santa’s reindeer. When they return home, however, her brother points out that one carrot won’t be enough to feed Santa’s herd and so they venture back to McDonald’s to collect a bag of carrots.

The campaign will run across TV, cinema, social and digital, while McDonald’s has tied up with Snapchat to create a “hub” that consumers can access by scanning a QR code on McDonald’s packaging. The hub will include various games, filters and lenses that consumers can use and share on social media.

McDonald’s is also looking to engage consumers by giving away themed baubles and knitwear to winners of competitions it will run on social. Running alongside the marketing activity will be a festive menu that includes a spiced cookie latte and Terry’s chocolate orange McFlurry.

Going ‘even bigger’

The fast food chain says last year’s campaign was “incredibly successful”, leading to an increase in sales and brand awareness, and delivering one of the strongest ROI for its marketing.

“[Last year’s] campaign was a real success for us, and gave us the faith to go bigger and even stronger,” Emily Somers, VP of marketing and food development at McDonald’s UK, tells Marketing Week.

“The collective component of having the food and brand campaign worked really well. Specific engagement levels within each channel, and certainly TV, was very high. All metrics ticked the box.”

Despite the success, Somers says the brand evaluated last year’s campaign to work out what else it could have done to make it more effective. What the brand found was that while the tale of Juliette the doll did work as a vehicle to tell the McDonald’s brand story, this year it wanted to tap into a “universal truth” – the fact that it sells carrot sticks.

Read more at Marketing Week:  https://www.marketingweek.com/2017/11/15/mcdonalds-christmas-campaign-2017/

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These Digital Billboards From McDonald’s Change Depending on How Bad the Traffic Is

Getting stuck in traffic at the end of the day sucks, which is why McDonald’s hopes some new creative ad targeting will get you to pull over at a nearby restaurant and pick up a hamburger on your way home.

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The fast-food chain and Leo Burnett are running an intriguing out-of-home campaign in the U.K. that targets drivers on busy highways at peak times of the day. Digital billboards placed alongside the road feature a Big Mac when traffic is light, but once it starts to build, the creative switches to McDonald’s familiar golden arches with copy that reads, “Stuck in a jam? There’s a light at the end of the tunnel.”

“Simple, tantalizing, recognizable product shots stimulate the appetite during fast-flowing traffic, while longer contextual copy lines run during heavy, slow-moving traffic, acknowledging the delays to deliver a relevant and powerful call to action,” said Dan Dawson, chief technology officer at Grand Visual, an out-of-home company that helped produce the campaign along with OpenLoop, which monitored real-time stats from Google Traffic API to determine which creative would be served to which billboard.

OMD and Talon managed the media buys for the campaign, which runs for the next week, across 10 cities in the U.K.

Take a look at all of the creative below:

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The Food Almost Completely Disappears in McDonald’s Latest Minimalist Ads

Got McDonald’s?

For years, TBWA Paris has been on a mission to advertise McDonald’s in the most minimalist ways imaginable. This started in 2013 with extreme close-up photographs of the food, with almost zero branding whatsoever. (They don’t need any, was the point, the menu items being so instantly recognizable.) The following year, the agency introduced Pictograms, in which the food was reduced down to very spare illustrations.

Now, it’s disappearing altogether.

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TBWA’s latest ads for the fast-food giant feature minimalist illustrations of packaging for top sellers like the Big Mac, french fries and Chicken McNuggets—with only a few crumbs of food seen in each ad, the rest having been devoured by an unseen diner.

There’s not much else in the ads either—just the Golden Arches and the product name (and not even that for the fries), against solidly colorful backdrops. The point, once again, is that McDonald’s food is so well known and understood that it speaks for itself, even in its absence. Also, as TBWA says, it’s “so good that in the end, there is only one crumb left.”

The campaign follows another artful series of print ads earlier this fall in which the agency used intricate light sculptures to create glowing facsimiles of menu items, to promote the chain’s late-night hours.

from AdWeek: http://www.adweek.com/creativity/the-food-almost-completely-disappears-in-mcdonalds-latest-minimalist-ads/

McDonald’s Made Ridiculously Groovy Posters for Its Chicken Tenders Dipping Sauces

The sauces that come with McDonald’s new Buttermilk Crispy Tenders aren’t just seasonings for your chicken fingers. They’re full-blown identities.

A new campaign uses a set of elaborate posters and accompanying descriptions to promote the nine dipping options that come with the limited-edition menu item. Which type you choose says a lot about who you are.

Read more at AdWeek:  http://www.adweek.com/creativity/mcdonalds-made-ridiculously-groovy-posters-for-its-chicken-tenders-dipping-sauces/

GRANDMA GETS HER LIFE BACK IN MCDONALD’S SPOTS FOR BUTTERMILK CRISPY TENDERS

McDonald’s new campaign for its Buttermilk Crispy Tenders is based around the premise that they’re so good, Grandma can get a new lease on life, freed up from having to make homemade ones.

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A series of 15-second spots, directed by Brian Billow of O Positive for We Are Unlimited, sees grandmothers enjoying a variety of new activities: having a massage, trying out a virtual reality headset, lazing in a pool, completing a jigsaw puzzle of a hot young guy and doing stand-up comedy telling jokes about millennials. In longer spots, such as the one seen here, Grandma sarcastically bemoans the fact that she no longer needs to spend her time slaving in the ktichen.

Read & see more at Creativity-Online: http://creativity-online.com/work/mcdonalds-woe-is-me/52900