McDonald’s has been on a successful journey since 2008 to continue to improve food quality perceptions. This has lead to significant growth and increased visitation from less frequent (and less trusting) consumers who represent long term growth opportunity. Therefore, a steady focus was required on their premium range (M Selections) which improves trust and food permissibility. OMD enlisted 104.7 to create a promotion to drive trial and repeat of the M Selections Range.
- Launch of M Selections menu.
- Leverage local sponsorship of Skyfire 2011.
- Create in-store buzz.
- Drive trial and repeat of the M Selections Range.
- Increase sales on the entire McDonalds product range.
Insights and Solution
Be in the 'Right Place, Right Time' promotion – The promotion ran across 2 weeks with cash rewards ($500) for being in store at breakfast time. On-air announcers would call McDonalds outlets at random and managers selected a customer to win. That customer would then go on-air and deliver the campaign key messages.
Significant increase in store traffic in all ACT restaurants during the breakfast period during the promotion. Increase in sales. McDonalds committed to enhancing ad spend for a further 12 months preceding the campaign.
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