Getting Britain lovin' it once again  (2012)

Gold award winner

Campaign: Getting Britain lovin' it once again
Brand: McDonald's
Client: McDonald's Restaurants
Entrant: Leo Burnett
Principal Authors: Tom Roach - Leo Burnett, Alistair Macrow - McDonald's Restaurants
Contributing Authors: Beate Lettmann - Mindshare ATG, Mike Treharne - Leo Burnett
Credited Companies: Razorfish - Digital Agency, OMD - Media Agency, The Marketing Store - Others, McDonald's Restaurants - Client


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This paper shows how advertising helped McDonald’s achieve five successive record-breaking sales years since its turnaround. In 2007 McDonald’s was back in growth after four years of stagnation, but it had yet to regain the trust and love of its customers. Two complementary brand advertising campaigns, ‘Trust’ and ‘Favourites’, rolled out over a number of platforms, including TV, press, in store, outdoor and digital, worked in harmony to get people to trust and love the brand again through celebrating its role in modern British life. They delivered £349m in short-term sales in addition to the £460m delivered by promotional advertising and a near fourfold increase in ROI to £9.79.

Judge's Comments:

A terrific example of the way Mcdonald’s addressed all aspects of its business from store environments to environmental issues, and then built an excellent communications plan to ensure the brand reached unparalled growth in a short space of time. An inspiring story that reflects an impressive business turnaround.