McDonald’s Canada is taking a stand with a billboard ad that supports the Ontario launch of the chain’s new Mediterranean-themed menu items.
The quick-service restaurant introduced Greek fare in response to consumer research, said Laura Magnoli, regional marketing supervisor, McDonald’s Canada.
“We felt it aligned nicely… and it’s a fresh taste for our customers in the month of July,” said Magnoli.
The billboard, developed by Cossette, uses a Greek-style column to hold up an image of the new Mediterranean-style chicken snack wrap, along with the headline: “Oh My Zeus, It’s Good.”
The column will stand at Richmond and Adelaide Streets for the remainder of the month. Media and site selection was handled by OMD.
“Seeing a pillar in the downtown core is a little unique and will draw attention not only to the out-of-home, but to the headline and the product itself,” said Magnoli.
The new items include a Mediterranean-style chicken sandwich and snack wrap that are only available this month, or while supplies last.
The menu also includes a Mediterranean salad, which first launched last month along with three other new salads, and is a permanent fixture on the McDonald’s menu, said Magnoli.
The chain will consider adding the sandwich and wrap on a full-time basis, providing the feedback is positive.
The outdoor initiative is part of an integrated campaign that includes TV, radio, out-of-home and online advertising as well as in-store point-of-purchase.
