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How ‘fan truths’ shape McDonald’s marketing | WARC | The Feed
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16 August 2022
How ‘fan truths’ shape McDonald’s marketing
Brand equity & strength
Brand identity & image
Consumer sentiment
McDonald’s, the restaurant chain, has successfully tapped into the power of “fan truths” as it develops marketing that builds deep engagement with consumers.
The background
- A couple of years ago, McDonald’s was in danger of becoming a transactional brand, Jennifer Healan, its vp/US marketing, explained in a session held by WARC at the Cannes Lions International Festival of Creativity.
- In response, it aimed to “uncover the soul of the brand” in partnership with agency Wieden+Kennedy, talking to fans everywhere from its own stores to supermarkets and even churches.
- “We have redefined what a qualitative focus group looks like today,” Healan...
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