McDonald's: All Day Breakfast

McDonald's, the fast food chain, turned PR on its head with a one-to-one social media campaign to announce the long yearned for all day breakfast in the US.

Campaign details

Advertiser: Mcdonald'sBrand: Mcdonald'sAgency: GolinCountry: United States

Assignment

You know the Egg McMuffin. 

Older than Apple. Older than Star Wars. It's spawned and competed yolk-to-yolk with countless imitators.

But in 2015, it stood poised to meet its biggest challenge—co author a broad corporate turnaround?

Research + Insights

INSIGHT #1

McDonald's was a brand looking for a shot in the arm. Same-store sales had declined every quarter for two years.

INSIGHT #2

Breakfast remained a menu star, accounting for 25% of U.S. sales, and 40%of profits....

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