McDonald's: Shrimps & the Dip

Red Urban GmbH

ENTRY INFORMATION

Category: Business and Consumer Services
Country where program ran: Austria
Date program started/ended: 15th February to 29th March 2009

Product Description: McDonald's "Best of M" (Shrimps are a part of the Best of M Product Line in Austria)

Advertiser/Client Name: McDonald's Werbegesellschaft mbH
Media Channels: Insert
Website: http://www.myspace.com/shrimpsandthedip

STRATEGY

Marketplace Challenge:

Every year they return: the Best of M-Products, the most famous of all of McDonald's promotions. Among them the hero product: shrimps including a dip. The goal: a clear increase in sales during the promotion period compared to the previous year. The challenge: How do you create awareness for a promotion that already has been established and is familiar for years?