15 years of McPlanning: The Secret Sauce behind the recovery and rebuilding of the McDonald’s brand in Britain

McDonalds, a quick service restaurant, launched a paper to demonstrate how its planning approach helped to rebuild the brand by refocusing communications efforts in the UK.

Campaign details

Brand: McDonald's Agency: Leo Burnett

Executive Summary

This is a recipe for McPIanning's Secret Sauce.

Great long-term creative strategy that leads to equally great long-term brand-building, is rarely the result of one great leap.

Although it is less often discussed, the long-term building of really big brands is more often an outcome of a combination of multiple strategic ingredients, executed and mastered over time.

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