Campaign details
Brand: McDonald'sBrand owner: McDonald'sEntrant company: Wieden+Kennedy New YorkIdea creation: Wieden+Kennedy New York, Cactus JackPR: Narrative Media GroupMarket: United StatesSector: Restaurants & takeawaysMedia channels: Content marketing, Integrated, Merchandise & free gifts, Mobile & apps, Online video, Packaging & design, Point-of-purchase,in-store, Public relations, Radio & audio, Sales promotion, Social media, Television, Word of mouth, influencersBudget: 10 - 20 million
Executive summary
In the US, quick-service restaurant brand McDonald's had lost touch with the young, multicultural audiences that are the future of the category...