Warc index
 

Changing the way people were thinking and feeling towards the brand was the foundation for this campaign. The idea of My Greatest Feat, whereby children walked the length of New Zealand by clocking up

This Company Profile from Euromonitor provides key details and analysis of McDonald's Corp. Included is a strategic evaluation with key company facts, competitive positioning against comparative brand

Eight local JWT planners give brief accounts of how the McDonalds brand is perceived in their local markets: UK, Brazil, Japan, USA, Australia, Lebanon, India and China. Perceptions vary: in developin

McDonald's launched in India in 1996, and has gradually expanded its presence across the country since then. Like most multi-national corporations, it faced significant cultural barriers, and also the ...

McDonald's wanted to increase its local relevance in Germany and Austria, while focusing on food and fun. This formed part of an overall strategy to build local platforms that could drive both brand a ...

This article reports on an annual survey (telephone and face-to-face) of 26,000 US consumers about categories and brands they use. For the first time in 11 years, 97% of the categories tracked have sh ...

A disengaged target audience, premium priced product and uninspiring creative proposition marked the start of the journey for McDonald's newest burger. Overcoming these challenges involved inviting Au

People love to hate McDonald's, despite its broad reach and usage. Even following a rejuvenation of the menu, redesigned stores and strong sales growth, the brand was suffering a paradox: customers we

By 2006, McDonald's UK was facing a real threat to its reputation. Its relationship with mothers – a key target audience – was faltering and the press was using McDondald's as a shorthand example of a ...

As McDonald's launched its new coffee nationally, stores serving the Hispanic population in Chicago knew this was a tough sell locally. Recently Starbucks and Dunkin’ Donuts doubled their outlets, and ...

1-888-GoMcWakeup is a free, hotel-style wake up call service which allows Chicagoland consumers to be awakened for a delicious breakfast at McDonald's by their favorite local celebrities. Upon calling ...

In 1996, McDonald's, the world's biggest fast food restaurant chain, found itself in a proverbial pickle. A tight labor market, additional costs resulting from minimum wage increases, an ...

This paper describes how the $500 million (approx £250 million in 2008) ‘Smile’ campaign of 2000 failed to redress the sales slump and promote the store revamps. Although there were high expectations ...

By 2003, after nearly 50 successful years, McDonald’s Corporation was suffering an identity crisis as consumers put a growing premium on freshness and taste. Revenues were shrinking and to reconnect ...

The world's largest fast-food chain by a sizable margin, McDonald's had experienced many years of unbridled growth, but it had faltered in the mid-1990s. Many blamed errors of judgm ...

When faced with the task of communicating McDonald's improved offering to consumers, the planning process revealed a far greater challenge - to re-engage them with a brand that had become increasingly ...

While McDonald’s is a brand loved for its food, it was not high on the agenda of people looking for work. This, combined with the fact New Zealand was experiencing the tightest employment market for m ...

McDonald’s had lost customers’ trust, and refocused with a multi-dimensional campaign featuring new healthier products, and allowing border-free creative freedom within a defined communications framew ...

This campaign for McDonald's countered the negative publicity arising from the film Super Size Me, in which Morgan Spurlock showed that eating nothing but McDonald's for 30 days made him ill and overw ...

In early 2004, McDonald’s identified a gap in its menu. Its share of the young adult segment was declining because it failed to offer a filling beef burger to rival competitive products. To do so mean ...

In 2002, McDonald's was in crisis following a decade of declining sales trends. Myths concerning the poor quality of the food abounded and the corporation was held up as the caricature of an obesity-r ...

This is a story of how planning helped McDonald's talk about a very sensitive and emotional issue, the quality of their food, in a credible and engaging way. In doing so, planning navigated around two ...

It was a case of think local and go global for McDonald’s “Eat Smart, Be Active” programme. This initiative was developed by DDB New Zealand to address specific issues for McDonald’s in the New Zealan ...

Since entering the local market ratings arena in 1996 there has been considerable interest in ADcom’s set meter panel (with viewers modeled) as an alternative to the current people meter panels).1) AD ...

The McText promotion is New Zealand’s most successful multi network text marketing campaign, with 25% of the all mobile phone users in New Zealand participating: up to 50,000 entries each day. One in ...

Defensive campaign 1998-2000 for McDonalds Happy Meals, aimed at retaining market leadership and profitability. A continuous promotional programme with changing content every 4-6 weeks, using 12 TV 30 ...

Campaign in 1998 by Leo Burnett for McDonalds' sponsorship of the 1998 World Cup. TV commercials (2) featuring Alan Shearer as someone who uses McDonalds. Ran during the build-up period to the Cup, ac ...

McDonald's relaunched their Mega Mac campaign following the 1998 World Cup and featured Fabien Barthez, a member of the winning French team. They used TV, poster and point of sale advertising and show ...

This 1998 paper shows how advertising helped McDonald's to become part of the fabric of British society. The company has driven market growth, overcome short-term obstacles and increased its own brand ...

The author, from Northwestern University USA, postulates that McDonald's loss of market share is due to the company failing to realise that though it owns the logo, its consumers own the meaning behin ...