Breakfast at McDonald's 1986-1996 campaign

Magda Simor

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.

Breakfast at McDonald’s 1986 - 1996 Campaign

Magda Simor

INTRODUCTION

'Breakfast at McDonald’s - A Part of Everyday Life'

Advertising can fulfil a multitude of roles for a new brand within its chosen market - that is, dramatising an existing benefit or creating a new one, but perhaps the most difficult task of all for advertising is to create a market in the first place so that a brand can then compete and grow.

This case study demonstrates how McDonald’s and DDB single-handedly created a $220 million fast food breakfast market and the critical role advertising...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands