Campaign details
Brand: McDonald's SingaporeBrand owner: Hanbaobao Pte LtdAgency: OMD SingaporeCountry: SingaporeIndustries: Restaurants & takeawaysMedia channels: Mobile & apps, Online display, Programmatic display, Search marketing, Social mediaBudget: Up to 500k
Executive summary
The food-delivery category in Singapore is growing phenomenally, with the introduction of food-delivery aggregators such as Food Panda, Deliveroo, the former UberEats and GrabFood all fuelling the category's growth spurt.
Although McDonald's was a pioneer in this category with the launch of McDelivery in 2005, the growth of these food-delivery aggregators made them viable competitors....