Campaign details
Brand: McDonald’sBrand owner: McDonald’sLead agency: OMD TaiwanContributing agencies: Leo Burnett TaiwanCountry: TaiwanIndustries: Restaurants & takeawaysMedia channels: Outdoor, out-of-home, Social mediaBudget: Up to 500k
Executive summary
McDonald's is the number one fast food brand in Taiwan. However, it's not competitive in the breakfast category as the traditional "grandma" breakfast shops are still the top-of-mind choice for consumers as they are more attractive in terms of cost, taste and location. To attract more breakfast customers McDonald's needed to not only offer locally relevant products and competitive...