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 positioning of Value lead to the 'Loose Change Menu' and subsequent successful launch. The campaign had an outstanding effect in the marketplace, with total burger sales rising for McDonald's, a growth in footfall and increased frequency across multiply day-parts. This launch also had a positive effect on the brand as well as the bottom-line.Flatteringly the rest of the category then copied McDonald's leadership position. The Loose Change Menu is now a long-term and profitable Value platform from McDonald's...enough to put a smile on anyone's face!

Strategic communications challenge