McDonald’s Canada is promoting its “cure for sleepworking” in a new campaign.
The national effort, created by Cossette, promotes the fast-food chain’s two new breakfast wraps: the Sausage & Hash Brown More-Ning McWrap, with sausage, hash brown, cheese and scrambled eggs; and the Kale & Feta More-Ning Mcwrap, with kale, feta, tomato and scrambled eggs.
The idea behind “sleepingworking” is that not all breakfast foods get people through the morning, said Hope Bagozzi, senior director of creative, media and digital and McDonald’s Canada.
“That leads to a behaviour where people sometimes go through their morning a little bit groggy and a little bit tired, and this product was a good antidote for that… [That insight] led us to that strategic territory, but the campaign also puts a bit of a fun spin on something that people can relate to.”
The campaign includes a 15-second TV spot, radio ads, in-restaurant marketing and targeted digital ads with copy such as, “Man, it’s early. You must be #sleepworking.” On the McDonald’s website, visitors can take a sleepworking diagnostic test to find out if they are sleepworking.
Bagozzi said the Sausage & Hash Brown wrap appeals to existing customers who enjoy McDonald’s traditional breakfast, perhaps on a weekend, but find that it’s not as portable for weekday consumption.
The Kale & Feta wrap appeals to customers who are looking for a lighter or a vegetarian option. “We want to appeal to not only existing [customers], but customers who maybe aren’t finding what they’re looking for and we’re going to bring them something new,” said Bagozzi.
Tribal handled digital and OMD handled the media planning and buying.
