McDonald's: Eggtivate Positive Energy!

Serena Lee, Bee Tsai

Fast food company McDonald's promoted, through locally relevant products, its breakfast offering in the traditional market of Taiwan.

Campaign details

Brand: McDonald'sBrand owner: McDonald's TaiwanLead agency: OMD TaiwanCountry: TaiwanIndustries: Restaurants & takewaysMedia channels: Online video, Outdoor, out-of-home, Social mediaBudget: Up to 500k

Executive Summary

McDonald's is the number one fast food brand in Taiwan, however, it was not competitive in the breakfast category. The traditional "grandma" breakfast shops were still the top-of-mind choice for consumers as they had more affinity in cost, taste and location.

To further penetrate the breakfast sector, McDonald's needed not only to offer locally relevant products at competitive prices, but also to emotionally...

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