The brief from the clients was: 'Build the brand and drive traffic with multicultural youth'.
While a decline with multicultural youth had happened over a period of years, McDonald's wanted the turnaround to be more immediate. With budgets slimmed and tightened due to COVID, we didn't have the luxury or time to solely focus on brand relevance and forget about sales activation, we had to achieve both at the same time.
Commercial objective: Reverse decline and see profitable sales and share growth – and do so in a short period of time.
Marketing objective: Drive penetration by bringing younger,...