Breakfast at McDonalds 1986 - 1996 Campaign
Magda Simor
INTRODUCTION
'Breakfast at McDonalds - 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 McDonalds and DDB single-handedly created a $220 million fast food breakfast market and the critical role advertising...