McDonald's: Heavenly Fried Chicken

Leon Liu, Green Kuo, Song Wu

Western-style fast food brand McDonald’s has been affected by the epidemic, and the sales of its stores have been bleak and consumer activity is low. The brand hopes to change the current situation of sluggish consumption by providing safe and delicious food, and make consumers feel that even if life is difficult, it is more simple Happiness and beauty enhance the brand preference of McDonald's.

Case details

Brand: McDonald's

Brand owner: McDonald's China

Main Agency: BBDO China

Holding Group: Omnicom

Put on the market: Mainland China

Delivery time: February 25, 2020-March 2, 2020

Industry: Catering

Media channels: social media, mini programs

Budget: 300,000

Case summary

The catering industry has suffered a cliff-like blow under the influence of the epidemic. Even though McDonald's has basically resumed operations, consumers' motivation to place orders is still sluggish. However, quarantine at home has kept people’s simple desire to "want to eat fried chicken". During this period, at least 60,000...

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