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2012

Profitably future-proofing fast-food

Agency

DDB Sydney

Client

McDonald's Australia

Awards

Silver

Long Term Effects

Summary

‘Premium without pretention’ was a transformational rather than incremental strategy for McDonald’s; it grew their total chicken and beef business by a staggering 76%. The three phases of the campaign have been effective against our Loyalists, Switchers AND tough Resistors. The M Selections sub brand has not only allowed McDonald’s to credibly play in the premium space, but has hugely benefited the McDonald’s Masterbrand as well. This is a fantastic long-term business result for McDonald’s, future proofing the corporation whilst massively increasing their bottom line.

Case study

2012 Long Term Effects – Profitably future-proofing fast-food

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Credits

Author and Planner	Ryan Richards
Author and Planning Partner	Russ Mitchinson
Account Manager	Paul Matuszczyk
Managing Partner	Richard Morewood
Executive Creative Director	Dylan Harrison
Executive Creative Director	Matt Eastwood
Managing Partner	Michael Godwin
Creative Director	Adam Rose
Creative Director	Simon Veksner
Senior Account Manager	Andrew Crichton
Business Director	Karinne Laagland
Executive Creative Director	Toby Talbot	DDB Auckland
Account Director	Zoe Alden	DDB Auckland
National Account Director	Laura Nice	OMD Sydney
National Account Assistant	Cassie Bolton	OMD Sydney
Group Brand Manager	Shamini Nair	McDonald’s
Group Brand Manager	Jenny O’Regan	McDonald’s
Brand Manager	Paba Wijayaratne	McDonald’s
Business Insights	Rod Frost	McDonald’s
Consumer Insights	Elise Sproll	McDonald’s