McDonalds and AdSmart

Promoting the launch of their new Signature Menu

Background

McDonald’s ran a AdSmart campaign promoting the launch of their new Signature Menu which was introduced in selected branches, with the aim to only serve the ad to households within proximity of a participating branch.

McDonald’s wanted to minimise the number of people who would be left disappointed when the new menu was not available at their local restaurant. AdSmart was able to offer a unique solution for this challenge.

Objectives

Drive brand affinity and improve brand image perceptions in key metrics of food quality and taste
Convey the step change that The Signature Collection represents for McDonald’s
Create a surprising disruptive ‘launch’ campaign
Drive awareness and appeal

Top Line Results

The AdSmart activity successfully drove an uplift in awareness of the Signature Collection with those exposed to the campaign being +15% more likely to be aware of the new menu.
Positivity and trust towards the McDonald’s brand saw a significant increase following the campaign.
Those exposed to the AdSmart campaign proved to be significantly more likely to spontaneously recall seeing McDonald’s advertising.

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