15 years of McPlanning: The Secret Sauce behind the recovery and rebuilding of the McDonald’s brand in Britain

McDonalds, a quick service restaurant, launched a paper to demonstrate how its planning approach helped to rebuild the brand by refocusing communications efforts in the UK.

Campaign details

Brand: McDonald'sAgency: Leo Burnett

Executive Summary

This is a recipe for McPIanning's Secret Sauce.

Great long-term creative strategy that leads to equally great long-term brand-building, is rarely the result of one great leap.

Although it is less often discussed, the long-term building of really big brands is more often an outcome of a combination of multiple strategic ingredients, executed and mastered over time.

And now, for the first time, we will reveal what these ingredients have been for McDonald's.

This is a recipe with 5 simple ingredients.

These are the ingredients that, over the last...

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