Retail

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McDonald's UK: Food, restaurants and people: promoting and protecting McDonald's license to operate

Case Study • SABRE Awards, EMEA, Corporate Media Relations, Gold, 2019

Fast-food brand McDonald’s delivered a reputation communications strategy that positioned it as a business changing for the better, to maintain and deepen trust among audiences in the UK and Ireland.

Burger King: Explains a lot

Case Study • SABRE Awards, EMEA, Social Media/Social Networking Campaign, Gold, 2019

Fast-food brand Burger King used a single tweet against rap artist Kanye West to connect with young millennials.

McDonald's: The smallest McDonald’s in the world

Case Study • SABRE Awards, EMEA, Word Of Mouth, Gold, 2019

Fast-food brand McDonald’s created a travelling restaurant in a bid to achieve strong sales of its summer menu and increase brand closeness and preference in the Netherlands.

Taco Bell: Big Bell

Case Study • SABRE Awards, EMEA, Publicity Stunt, Gold, 2019

Taco Bell, the US fast-food brand, harnessed the power of Big Ben and rickshaw drivers to launch its first London restaurants.

Burger King Kuwait: The Sun Flame Grilled Whopper

Case Study • SABRE Awards, EMEA, The Middle East, Gold, 2019

Fast-food brand Burger King created a viral campaign based on the power of the sun to boost post-Ramadan sales in Kuwait.

McDonald's Polska: Welcome to McDonald’s Team!

Case Study • SABRE Awards, EMEA, The Baltic, Gold, 2019

Fast food brand McDonald’s used a multiplatform approach to boost its image as a good employer and attract employees of all ages in Poland.

India's food-delivery business becomes two-horse race

News • 21 May 2019

The struggle to turn a profit within India’s online food delivery sector is once again underlined as Ola and Uber are both reported to be scaling back marketing spend as well as customer incentives.

How McDonald’s used app data to power digital OOH

Article • Sam Peña-Taylor, Event Reports, I-COM Data Creativity Awards, May 2019

In Australia, McDonald’s leveraged data from its Monopoly app to optimise its digital advertising and drive footfall in stores.

KFC: Make a Meal of It

Case Study • SABRE Awards, Africa, Social Media Campaign, Gold, 2019

KFC, a fast food restaurant brand, launched a TV campaign featuring a fake footballer taking a dramatic dive and rolling all the way to a KFC restaurant in South Africa to promote its brand during the FIFA World Cup.

The world's best retail campaigns and companies 2019

Rankings • Rankings Articles, May 2019

Looks into which retail campaigns, along with the agencies that have worked on retail campaigns, have performed best over the past year.

McDonald's: Big Mac 50th Anniversary

Case Study • SABRE Awards, North America, Consumer Marketing, Gold, 2019

McDonald’s, a fast food restaurant chain, celebrated the 50th anniversary of its Big Mac burger by launching coins that equaled to one Big Mac burger.

Wendy's: We Beefin?

Case Study • SABRE Awards, North America, Consumer Products, Gold, 2019

Wendy's, the fast food chain, created a song calling out its competitors in the US, which helped the brand achieve 800 million earned media impressions in 10 days.

Panera Bread: Respect the Egg

Case Study • SABRE Awards, North America, Food Service, Gold, 2019

Panera Bread, a bakery company, launched a petition to the FDA (Food and Drug Administration) to encourage it to define an egg, in order to promote its clean-eating ethos alongside the launch of its new breakfast products in the US.

China drives Asia's ghost restaurant trend

News • 06 May 2019

Delivery-only ghost restaurants, also known as dark kitchens, have been established in major US cities for years, but now the online trend is taking off in Asia, especially in China.

KFC: The Other Sanders

Case Study • Vikraman Raja, Hajar Yusof, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

KFC, the fast-food restaurant chain, used print and social media for an International Women's Day campaign in Malaysia.

Briefing: Luckin Coffee files for US IPO

News • 24 April 2019

Luckin Coffee is a coffee company best known as the one-year-old challenging Starbucks in China. The homegrown startup has now filed for an IPO in the United States, as it races to open more outlets than its Seattle-based competitor.

Burger King: Turning their tweets against them

Case Study • Jane Dorsett , Ellie Gogan-Tilstone, Jimmy George, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Fast-food brand Burger King used social media to hijack a rival's product announcement and boost sales of its Spicy Nuggets in the US.

McDonald's: Official sponsor of losers

Case Study • Carl Bou Abdallah, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Fast-food brand McDonald's employed a social media and on-ground strategy targeting losing football fans during the 2018 World Cup to drive footfall to restaurants in Lebanon.

Starbucks: Starbucks & Social – How Starbucks created the fourth place in coffee culture

Case Study • Rachael Lake, Matthew Philip, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Starbucks, the coffee company and coffee house chain, ran a social media campaign that successfully drove sustainable, long-term growth in the UK market.

KFC: The Burger Wars

Case Study • Vikraman Raja, Hajar Yusof, WARC Awards, Shortlisted, Effective Social Strategy, 2019

KFC, the fast food restaurant chain, used a TV ad and social media GIFs to promote a special-edition burger in Malaysia.

Taco Bell's nuanced media mix

News • 15 April 2019

Taco Bell, the quick-service restaurant chain, is using a nuanced mix of television and digital as it seeks to connect with its target audience.

China on course for 74,000 coffee shops by 2020

News • 12 April 2019

China’s booming coffee trend shows little sign of waning, as is confirmed by a new survey that suggests the country will host as many as 74,000 coffee outlets by 2020.

McDonald's: The 1 Dirham Coin for the 1 Dirham Cone

Case Study • Tahaab Rais, Moushami Dighe Bhattacharya, WARC Awards, Shortlisted, Effective Innovation, 2019

Fast-food brand McDonald's used print to reinvigorate sales of its vanilla soft-serve ice-cream cone in the United Arab Emirates.

KFC: Anything is better with KFC Golden Egg Crunch

Case Study • Galen Lau, Alyafarah Zainudin, Phoenix Tang, WARC Awards, Bronze, Effective Innovation, 2019

QSR brand KFC successfully relaunched its Golden Egg Crunch during Chinese New Year in Malaysia using a TV sync activation.

McDonald's marketing provides 'emotional free sample'

News • 10 April 2019

McDonald’s, the quick-service restaurant chain, believes its marketing interactions can benefit from providing an “emotional free sample” of pleasure for consumers.

McDonald’s marketing now offers an “emotional free sample”

Article • Stephen Whiteside, Event Reports, BRITE, March 2019

McDonald’s, the quick-service restaurant chain, is tapping into the power of emotional marketing as it seeks to break through with consumers.
What we know about e-commerce and social commerce

Article • WARC Best Practice, January 2019

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Competitive strategies in luxury goods

Article • Euromonitor Strategy Briefings, November 2018

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Starbucks and social: How Starbucks created the fourth place in coffee culture

Case Study • Matthew Philip and Rachael Lake, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.
How emotion really works in advertising

Article • Phil Barden, Admap Magazine, June 2018, pp. 10-13

Takes an in-depth look at the science of emotion and why some emotional ads sell, while others do not, examining what drives choice and what the role of emotions in decision-making really is.