McDonald's Restaurants (New Zealand) Limited

The campaign promoted McDonald's Weak Day Pricing strategy by communicating a compelling value message and differentiating from other quick service restaurants.

McDonald's

Weak Day Pricing

Agency: DDB

 

Introduction

McDonald's introduced Weak Day Pricing to increase visits on the traditionally 'weakest' days of the trading week, amongst the toughest customer group 'Heavies'. The initiative was designed to curtail their typically 'promiscuous' QSR (Quick Service Restaurant) hopping behaviour and build a strong long-term brand value rating. Our communication strategy was central to the success of the campaign.

Knowing the 'out of sight, out of mind' mentality of the target, we set out to make Mondays, Tuesdays and Wednesdays stand out for them with a strong call to action wherever they were ...

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