McDonald's – Hüttengaudi
Campaign: HüttengaudiClient: McDonald'sBrand: McDonald's Local Relevance PromotionCategory: FMCG
SUMMARY
The overall brief was to develop a new, long-lasting promotional campaign platform for the winter months that would drive McDonald's local relevance, focusing on food and fun, in Germany and Austria.
A new, incremental element of the marketing plan in Germany and Austria – and in adaptation in Luxemburg – had to be launched to prove that global brands can have successful local platforms which drive brand and business strength.
The aims were to:
build on consumer demand for more variety...