McDonald's: Profitably future-proofing fast-food
Agency: DDB Sydney
Advertiser:McDonald's
Author:Ryan Richards and Russ Mitchinson
Total Campaign Expenditure:$20 – 40 million
Strategic communications challenge
The term "fast food" was first recognised in a dictionary by Merriam-Webster in 1951 and the category's simple formula has proven to be a successful format ever since. McDonald's, the world's leading fast food hamburger chain, has been the most successful in rolling out this formula, serving some of fast food's favourite items for over sixty years; from beef burgers such as the Big Mac, Quarter Pounder and the Cheeseburger to their popular chicken...