McDonalds Canada: Big Mac Fanatic

The Marketing Store

ENTRY INFORMATION

Category: Retail/Direct Sales
Country where program ran: Canada
Date program started/ended: 1st-31st December 2009

Product Description: The primary product for this marketing campaign was the McDonald's Big Mac. McDonald's is the leading global foodservice retailer with more than 32,000 local restaurants serving more than 60 million people in 117 countries each day. The Big Mac is one of McDonald's signature offerings.

Advertiser/Client Name: Mcdonalds Canada

STRATEGY

Marketplace Challenge:

The McDonald's Big Mac has long been a steadfast component of the McDonald's product offering and an icon of the quick-service restaurant industry with a huge core of devoted followers. However, two emerging trends – healthy eating, along with the advent of new and aggressively promoted big burger alternatives – has created a tougher competitive environment for the Big Mac.