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Case Study
1.
McDonald's - How one large Eurovision legend, one medium white suit and a small portion of teenage angst came together to give relevance to a whole new generation for McDonald's
Anne Marie Roche, Institute of Practitioners in Advertising, IPA Effectiveness Awards 2008
Teenage life in Ireland had changed dramatically in a few short years, due in large part to the rapid economic growth experienced by the country. The new 'Bebo generation' was empowered with mobile ph ...

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Award-winning case study
2.
McDonald's - Hüttengaudi
European Association of Communications Agencies, Silver winner, 2008
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 ...

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Case Study
3.
McDonald's Nederland B.V. - This winter season the Dutch are yodelling (Netherlands)
Promotional Marketing Council, Silver (Retail or Trade Marketing), IMC European Awards 2008
McDonald's wanted to put the “fun” back into its Dutch outlets and grow sales of a premium priced Special Burger. In a campaign costing just under €1m, it created a winter sports theme for its menu an

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Award-winning case study
4.
McDonald's of Chicago and Northwest Indiana: 1-888-GoMcWakeup
New York American Marketing Association, Gold, Breakfast Foods/Silver, Fast Food, Casual Dining & Restaurants, Effie Awards 2007
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 ...

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Award-winning case study
5.
McDonald's - Take a Closer Look
The Communication Agencies Association of New Zealand, Silver, Advertising Effectiveness Awards 2007
In 2006, McDonald's was facing a profound challenge, as cynics and non-believers still viewed its food with wariness and mistrust despite all it had been doing and saying in relation to the health, qu ...

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Paper
6.
McDonald's
Superbrands profiles, Brand profile, 2007
Ray Kroc developed his brand vision for McDonald's around a simple but effective consumer-driven premise: great quality, service, cleanliness and value. These values have remained the cornerstones of ...

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Case Study
7.
McDonald's Corporation: campaign 55 campaign
Robert Schnakenberg, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.957-970
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 ...

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Case Study
8.
McDonald's Corporation: We Love To See You Smile campaign
Rayna Bailey, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.957-970
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 ...

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Case Study
9.
McDonald's Corporation: I'M Lovin' It campaign
Rayna Bailey, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.957-970
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 ...

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Case Study
10.
McDonald's Corporation: Did Somebody Say Mcdonald's? campaign
Judson Knight, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.957-970
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 ...

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Award-winning case study
11.
McDonald's - Feeding the inner child
Todd Sampson, Account Planning Group - (Australia), Silver, Creative Planning Awards, 2006
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 ...

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Award-winning case study
12.
McDonald's - Crew Launch
The Communication Agencies Association of New Zealand, Silver, Advertising Effectiveness Awards 2006
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 ...

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Paper
13.
McDonald's
Superbrands profiles, Brand profile, 2006
Ray Kroc developed his brand vision for McDonald's around a simple but effective consumer-driven premise: quality, service, cleanliness and value. These values have remained the cornerstones of the co ...

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Case Study
14.
McDonald's - How McDonald's tackled a super-sized problem
John Harrison, Account Planning Group - (UK), Bronze, Creative Planning Awards 2005
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 ...

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Award-winning case study
15.
McDonald's - a burger worth working for
The Communication Agencies Association of New Zealand, Bronze, Advertising Effectiveness Awards 2005
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 ...

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Award-winning case study
16.
McDonald's - how advertising helped deliver the marketing success story of 2003 and 2004
Leif Stromnes, Advertising Federation of Australia, Silver, Advertising Effectiveness Awards, 2004
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 ...

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Case Study
17.
McDonald's - Myth Busting McDonald's Style
Leif Stromnes, Account Planning Group - (Australia), Finalist, Creative Planning Awards, 2004
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 ...

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Award-winning case study
18.
McDonald's - Eat smart be active
The Communication Agencies Association of New Zealand, Gold, Advertising Effectiveness Awards, 2004
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 ...

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Award-winning case study
19.
McDonalds - McText
The Communication Agencies Association of New Zealand, Bronze, Advertising Effectiveness Awards, 2003
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 ...

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Case Study
20.
McDonalds - giving 110%
Nick Johnston-Jones, Account Planning Group - (UK), Creative Planning Awards, 1999
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 ...

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Case Study
21.
McDonalds - Making an American icon part of the fabric of British society
David Kisilevsky, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1998
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 ...

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Paper
22.
Brand Champions of Tomorrow: Did Somebody Say Branding?
Stephanie M. Baca, The Advertiser, Oct 1998
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 ...

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Paper
23.
Long Term Event Sponsorship
John Lewicki, The Advertiser, Aug 1998
As sponsors of the Olympics, NBA and NFL in the USA, McDonalds has a wealth of experience in event marketing. This article describes their long term involvement with the NBA.

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Award-winning case study
24.
McBreakfast
Tony Hale, Advertising Federation of Australia, Advertising Effectiveness Awards, 1998
Objectives To persuade new customers to visit McDonald's for breakfast to counter a decline in the growth of comparative sales (same store growth). The direct objective was to increase McDonald's prop ...

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Case Study
25.
McDonald's: 21 years of acting like a retailer and thinking like a brand
David Kisilevsky and Rick Houghton-Larsen, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1996
Reviews the key role played by advertising at each critical stage in the development of McDonald's 21-year old UK business. Careful brand stewardship and consistent commitment to advertising have been ...

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Award-winning case study
26.
Breakfast at McDonald's 1986-1996 campaign
Magda Simor, Advertising Federation of Australia, Advertising Effectiveness Awards, 1996
The launch advertising had to position McDonald's as a main stream option for breakfast and not just a niche offering, to make the investment worthwhile. Furthermore it had to achieve this without th ...

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Award-winning case study
27.
Making bigger Macs with MacTime
Jhonnie Blampied, Advertising Federation of Australia, Advertising Effectiveness Awards, 1994
When McDonald's launched MacTime it was already the clear market leader. It had a good history of growth, it was continuing its expansion policy of building new outlets and it had also reduced its pr ...

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