McDonald’s: McMoment – the royal ritual

Quick-service restaurant McDonald’s created the Royal Ritual campaign to boost brand love and grow sales of its limited-time offer Royal products in France.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

McDonald's is facing the appetite for growth of Burger King and the emergence of new fast-food chains like O'Tacos. To reinforce its leadership in the Quick Service Restaurant market, McDonald's best shield was its Brand Love.

Thanks to one of the biggest market research company we discovered that millennials have the deepest emotional relationship with the brand in France. They knew McDonald's in their early years and for them it's a natural destination for various life events like a first date, a BFF debriefing or a celebration....

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