Campaign details
Brand: McDonald's Brand owner: McDonald's Entrant company: Widen + KennedyIdea creation: Wieden + Kennedy New York Market: United States Sector: Restaurants & takeaways Media channels: Outdoor, Out-of-home, Point-of-purchase, in-store, Television & Connected TV, Merchandise & free gifts, Competitions & contests Budget: 5 - 10 million
Executive summary
One of the world’s most iconic brands, McDonald’s had lost its charm with Gen Z. They had faint memories of special moments at McDonald's, but were increasingly indifferent towards the brand. This paper shows how...