McDonald’s Canada is promoting its signature chicken wraps with an Ontario-based advertising campaign from the fast food giant’s long-time creative agency, Cossette.
The effort launched Aug. 2 and includes out-of-home, digital and radio ads, as well as a 30-second television commercial that focus on the fresh ingredients that go into the wraps, which are available in three flavours (Fiesta, BLT and Sweet Chili Cucumber).
“We’re expecting [the signature wraps] to be very popular with chicken lovers across Ontario,” said Chuck Coolen, manager of Ontario marketing for McDonald’s Canada. “We know that consumers will also love the new ‘grip-and-rip’ packaging.”
The wraps are available until Sept. 5. However, McDonald’s will consider adding these wraps to its menu if consumer feedback is positive. OMD handled the media buy.
This latest advertising effort falls in line with a national television campaign that launched earlier this year and focused on the ingredients used to make hamburgers, egg McMuffins and French fries.
“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,” Joel Yashinsky, VP of marketing for McDonald’s, told Marketing back in June.
“We believe there’s an opportunity to talk about the quality messaging about our products,” he said.
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,” said Yashinsky.
