McDonald’s is taking on one of the challenges of the today’ connected world, with a touching spot by DDB about a grandfather spending time with his grandchildren.
McDonald’s, Fuse and OMD have created branded Snapchat chain geofilter filters that are available when inside any of the McDonald’s standalone restaurants around New Zealand.
McDonald’s has welcomed in the new year by bringing back its Kiwiburger with the help of How To Dad’s Jordan Watson.
Why did the chicken cross the road? To find out the truth about McDonald’s free range eggs in a new campaign by McDonald’s by DDB, OMD, Mango and 90 Seconds.
TRA brand strategist Tim Gregory goes back to McDonald’s early days to see how its golden arches became a cultural symbol, and why there’s a fundamental category-culture disconnect between the values and worldview of a significant and growing segment of Western society and the everyday business the fast food giant.
Traditionally seen as the short straw of the car seat raffle, McDonald’s and DDB share the bright side of the middle seat berth to launch its new brand campaign for the year.
McDonald’s has revamped its executive team through a trio of recent appointments. David Howse has stepped in as managing director, Jo Mitchell has been promoted to director of marketing and Brid Drohan-Stewart has joined the organisation as head of marketing. PLUS: former director of marketing Chris Brown and former managing director Patrick Wilson depart.
McDonald’s faced a dilemma: people’s food tastes were changing, but the brand was perceived to be staying the same. It needed a big shake-up in its offering, and in the way it promoted itself.
McDonald’s, DDB and Robber’s Dog want burger fans to join John Smith and make history by creating their perfect burger.
McDonald’s is having a reasonably rough time of it at the moment, with falling sales in some of its bigger markets and more trouble brewing with those pesky, transparency-seeking, provenance-loving, fast-casual fans known as millennials not really lovin’ it as much as they once did. But it’s trying to change and, as a recent campaign in Australia shows, it’s trying to be ‘very unMcDonald’s’, whether it’s through the launch of premium burgers, new branding, clever packaging or global days of creativity. It’s also looking to recruit digitally savvy staff as it aims to bring “a start-up mindset to one of the world’s largest and most iconic brands” and, in an ad on LinkedIn, it seems to have attempted to illustrate what it thinks those staff might look like.
McDonald’s may be struggling globally as fast casual chains and the popularity of premium burgers eat into its share, but the Kiwi arm managed to lift sales by two percent last year. And, as part of its mission to be more transparent with the Our Food, Your Questions campaign, it’s got comedian Guy Montgomery to take punters through the patty manufacturing process.
McDonald’s seems to be a little obsessed with sauce at the moment. Following on from the spot featuring a man dancing underneath a downpour of McRib sauce, McDonald’s is now trumpeting the potential of Big Mac sauce to make everything better.
Spark, McDonald’s, Tower, Coca-Cola, Skinny Mobile and Sky are the first advertisers to get themselves onto Adshel’s new network of 35 digital roadside panels in Auckland and general manager Nick Vile says the response from the market to the new screens has been huge.
DDB’s Maker unit has created a bizarre online film that seemingly marries Dirty Dancing with Stephen King’s Carrie to announce the return of the McRib—and all the sauce that comes with it.
McDonald’s is working to bring the lovin’ back into its brand after its sales dropped seven percent in 2014. CEO Steve Easterbrook said this week he plans to completely overhaul the company, cutting costs, sprucing up its menu and restructuring its empire. But to remain relevant, McDonald’s is going down some wacky avenues, pursuing a revamp of its Hamburglar character and adding kale to breakfast meals.
For its latest campaign, McDonald’s seems to have taken inspiration from the the nursery rhyme ‘Sing a song of six pence’. But rather than having “four and twenty blackbirds baked in a pie” singing to a king, it has instead added a touch of music to its Big Mac boxes. Yesterday, as selected McDonald’s customers in Auckland opened their Big Mac boxes, they were blasted by song straight from the burger’s container. The singing boxes were part of McDonald’s global ‘imlovinit24’ initiative, which sought to share 24 moments of joy to millions in 24 hours.
McDonald’s Balmoral franchise along Auckland’s Dominion Road is currently piloting a new initiative that brings a slightly more gourmet twist to its menu in an attempt to tap into the lucrative market currently occupied by the likes of Burger Fuel and Burger Wisconsin. The introduction of ‘Create your taste’ allows customers to customise their burgers via an digital touchscreen kiosk that offers a list of 20 ingredients.
McDonald’s, fresh from launching a new brand that ups the love and aims to halt sliding sales, launched a new ad during the Golden Globes that showed how the signs outside its restaurants in the US “have been used to spread messages of love, hope and respect”. Of course, whenever there is a sign, there will be those who manipulate them for comedic effect. And College Humour has put together a different, more puerile version.
McDonald’s has been fighting back against some of the more pervasive myths and legends about its business in recent years. One of the first things the Canadians explained as part of the first Our Food, Your Questions campaign is why the food never looks as good in real life as it does in the ads—and they did a good job of it. But the local outfit appears to be favouring the advertising vérité approach, because some of the pics it’s been posting recently on its Facebook page are much closer to the real thing than they are to over-stylised glamour shots.
Since Vine launched in January 2013 it’s fair to say the six-second video app has taken off. According to Vine, every month now more than 100 million people watch Vines across the web. Owned by Twitter, the social media platform boasts 1 billion views or ‘loops’ of videos every day, with the majority of users being teens. The largest age group on Vine is 18 – 20 year olds. But are Kiwi brands slower on the uptake than our global counterparts?
In the lead up to this year’s edition of McHappy Day—the signature fundraising event for the Ronald McDonald House Charities (RMHC)—McDonald’s has launched a YouTube video that draws attention to the charitable work the organisation does to assist families who have children suffering from illnesses. The video features compilation of clips heart-wrenching clips of families living in on the Kiwi-based Ronald McDonald Houses.