McDonald's Happy Price Menu: Putting love back in price communication
Aditi Patwardhan and Kanika Gupta
Campaign details
Brand owner: Hardcastle Restaurants Pvt. LtdAgency: Leo Burnett (Mumbai)Brand: McDonald's Happy Price MenuCountry: IndiaChannels used: Outdoor, out-of-home, Point-of-purchase, in-store media, TelevisionMedia budget: 5 - 10 million
Executive summary
McDonald's Happy Price Menu (HPM) has been a hit with price-sensitive teenagers since 2004. However, continued price-led communication and increasing competition in affordable eating out meant that our TG's association with a once-loved brand was now purely functional and price-dictated. This reflected in declining...