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McDonald’s is showing Canadians what it’s made of with a television campaign from Cossette that focuses on the fresh ingredients used to make menu items such as hamburgers, egg McMuffins and French fries.
Through consumer research, the fast food giant spotted an opportunity to let Canadians know that the quality ingredients they use to make their meals at home are the same ingredients McDonald’s uses in its popular fare.
“The eggs that you crack in your kitchen are the eggs that we crack in our kitchen. The 100% beef in you buy in your grocer is the 100% beef we serve in our restaurants, and we’re proud of that fact,” said Joel Yashinsky, VP of marketing for McDonald’s.
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“Food has always been an important part of our brand story and we’re very proud of the quality of food we have always served at McDonald’s in Canada since 1967,” said Yashinsky. “We believe there’s an opportunity to talk about the quality messaging about our products.”
McDonald’s in the US recently announced a $1 billion-plus store-by-store remodeling plan that includes contemporary lamps, muted paint tones, flat screen TVs and larger lounge chairs (in some stores).
The re-imaging project is moving north of the border and will take the brand to “a new level.”
The television campaign is one of many initiatives that are signaling change.
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“As you start to see restaurants in the area you live or work in, we are transforming our restaurants to be much more contemporary and leading to be a leading-edge brand with the work we are doing,” said Yashinsky.
It’s important to focus on quality and highlight the other unique attributes that set McDonald’s apart from its competitors, especially with the popularity of Ma and Pa burger shops on the rise, and the introduction of breakfast sandwiches from rival shops like Tim Hortons.
“We offer good food fast, that’s who we are,” said Yashinsky. “We want to make sure we emphasize the good food piece of what we provide to our consumers and we knew there was an opportunity to talk about our quality messaging.”
McDonald’s is running all three spots, consecutively, during the Stanley Cup finals and other special programming, and this fall will focus solely on promoting the quality of its potatoes, which are sourced from McCain. OMD handled the media buy.
