McDonald's: Dorado

McDonald’s, an American fast-food chain, developed a marketing campaign that regained engagement with the Hispanic youth market.

Campaign details

Brand: McDonald'sBrand owner: McDonald'sEntrant company: Alma MiamiIdea creation: Alma, MiamiMedia: OMD New YorkPR: Boden PR New YorkMarket: North AmericaSector: Restaurants & takeawaysMedia channels: Mobile & apps, Online video, Social media, TelevisionBudget: 3 - 5 million

Executive summary

By the end of 2019, U.S. based fast food giant, McDonald's, was no longer capturing their fair share of the U.S. youth market. Their biggest losses were among Hispanic youth, the fastest growing demographic in the nation. McDonald's was becoming irrelevant to...

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