Creative Gallery on Sustainability Communications


"Brand Book" For McDonald's
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The Challenge
Due to changing attitudes in society and the marketplace, consumers are becoming increasingly conscious about eating healthily and following a more balanced lifestyle.

Times are changing and McDonald's need to re-focus on EVOLVING their brand in order to reassure consumers that they are listening to their changing needs.

Primary objective: to inform 17.5 million households that McDonald's is listening and changing for the better and to inform them of the new menu changes now on offer (all households within a 16 minute drive time of McDonald's)

Secondary objective: Drive incremental sales and guest counts through a reappraisal of the McDonald's brand.


The Solution
The Marketing Store developed a national door drop piece featuring £24 worth of savings, all valid for a seven week redemption period, designed to encourage trial and drive sales.

The Brand Book had to stand out from the rest of the clutter that most UK households receive on a daily basis. Creating "pick-up-ability" was fundamental to its success.

McDonald's needed to talk to consumers in a disarmingly honest, warm and friendly tone. Particularly as McDonald's were, and to a certain extent still are, talking to an audience of sceptics whom two years ago, would never have thought McDonald's could sell salads!


The Impact
- 17.7 million households reached.
- The Brand Book generated incremental sales of +2.4% to top line sales. In total 5.5 million vouchers were redeemed over a seven week period.
- Sales results prove that this method of communication increased sales and drove trial of new products. Based on this alone, McDonald's committed to implementing further national door drop campaigns in 2005.
- Brand Book 2 was then implemented, showing sales and TC's of 9.2% and 8.2% up from the previous year.
- Brand Book 3's redemptions have outperformed projections with redemption rates of 2.7%.

Title"Brand Book"
AgencyThe Marketing Store Ltd
Brand NameMcDonald's
Sustainability Themes Food
Date of First Publication N/A
Country of ProductionUnited Kingdom of Great Britain and Northern Ireland
TypeDirect Marketing print