CASE STUDY – MCDONALDS
Challenge: Fuel the love for McDonalds range of Core burgers (The Big Mac, Quarter Pounder, McChicken and Fillet-o-fish)
WHAT MATTERS TO PEOPLE?
High regard and fondness for these icons…
but in the explosion of new food choices, they were struggling for attention
WHAT DOES THIS MEAN?
These four burgers were the physical representation of ‘brand McDonalds’, and needed to be celebrated to remain prominent in the consumers world
WHAT TO DO ABOUT IT?
The role, personality and defining characteristics of each burger was clarified, before new comms and NPD directions were set for each Core burger.