McDonald's DM ANGUS SNACK MAP by Leo Burnett Chicago

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Industry Fast food
Media Direct marketing
Market United States
Agency Leo Burnett Chicago
Executive Creative Director John Montgomery Leo Burnett
Creative Director Avery Gross, Brian Shembeda
Art Director Tim Ratchford
Copywriter Jason Curry
Released September 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: McDONALD'S
Product/Service: FAST FOOD
Date of First Appearance: Sep 1 2010
Chief Creative Officer: Susan Credle (Leo Burnett)
Executive Creative Director: John Montgomery (Leo Burnett)
Creative Director: Avery Gross (Leo Burnett)
Creative Director: Brian Shembeda (Leo Burnett)
Copywriter: Jason Curry (Leo Burnett)
Art Director: Tim Ratchford (Leo Burnett)
Account Director: Jenny Cacioppo (Leo Burnett)
Account Director: Greg Jones (Starcom)
Account Director: Pam Kosanke (Leo Burnett)
Account Executive: Viviana Paredes (Leo Burnett)
Media placement: Coupon Map - Street Teams In Downtown Chicago - September 2010

Describe the brief/objective of the direct campaign.
The Angus Snack Map promotion was designed to solve two separate marketing issues for the local McDonald’s client:

First, to promote a ‘buy one, get one’ Angus Snack Wrap offer in a market where most handouts are immediately thrown away;
Second, to highlight the locations of several ‘hidden’ McDonald's locations that are not widely known to downtown Chicago customers.

The target audience was anyone walking the streets of downtown Chicago during the promotion, and the strategy was simple: Engage consumers with something too interesting to just toss in the garbage.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Angus Snack Map was a solution within a solution: An eye-catching handout that looked like the product it was promoting, with the offer, and a map of downtown McDonald’s locations wrapped up inside.

In one simple handout, we gave people a great deal, and showed them where they could get it.

Explain why the creative execution was relevant to the product or service.
In this case, the link between the product and the creative solution was obvious-they looked nearly identical. And the difference between an offer that looked like a coupon, and one that looked like food, proved bigger than any of us had anticipated.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The Angus Snack Map effort drove almost 2x the highest street team coupon redemption to date in the Downtown McDonald’s market. It also helped the Downtown McDonald’s stores trump the normally higher performing McDonald’s of Chicagoland and Northwest Indiana Coop in average weekly unit movement of Angus Snack Wraps (approximately +7% at peak). Finally, the Angus Snack Maps street team plus-up initiative helped sustain total Snack Wrap category movement in the Downtown McDonald’s market post Local TV advertising.