McDonald's: Value which puts a McSmile on your face
Agency: DDB Sydney
Advertiser: McDonald's Corporation
Author: Russ Mitchinson
Total Campaign Expenditure:$5 – 10 million
Executive Summary
McDonald's were being hammered on Value; tough economic times and an increasingly savvy consumer weren't helping. This required a solution which not only profitably created a Value platform for McDonald's, but which also gave back to the brand. Through a deep understanding of the brand and consumer, DDB Sydney created the emotive strategic idea; Value from McDonald's always puts a smile on your face. This emotional and on-brand...