Campaign details
Brand: McDonald'sLead agency: Starcom TaiwanRegion: APAC
Strategy
Objective
McDonald's introduced various of products intended to attract consumers in different need states. One of the products is the affordable and valuable snack menu called 1+1=50 AKA "the coin menu."
It was launched in 2014 and successfully increased customer base, particularly senior adults as their relatively smaller appetite and its value for money meet their needs perfectly. However, McDonald's isn't satisfied with this success, but wants to explore more growth possibility. From the product perspective, we know that the coin menu is also attractive to...