Client Brief

BRAND & PRODUCT ESSENTIALS

• McD Brand is about spreading happiness.• The product is about its good quality at cheap

price and quick service.

BACKGROUND

• Good: It satisfies the customers as far as quality, price, taste and service is concerned.

• Bad: It has a bad image of being a “junk food” provider and not preferred by the health conscious people.

AGENCY TASK

• To connect the brand to the people who are calorie conscious.

• Give them information and benefits of the products introduced for them and connect to them at emotional levels.

• So it needs to be associated with an healthy image.

TARGET AUDIENCE

• A person within the age of 20 to 40 who is fun loving and likes socializing and hangout with friends or family.

• Who is concerned about their future and hence is responsible while choosing outlets to eat.

• who takes care of his/her health and is conscious while eating food outside.

OBJECTIVE

• To change the image of the brand in the consumer’s mind from a “Junk food outlet” to a place which also satisfies the health freaks.

BRAND VISION

• The brand to be a healthy, fresh and tasty food provider.

• Consumer insight :Consumers want to stay healthy and risk free about their future and McD does not compliment this.

• Unique Brand Offer: The brand delivers them healthy nutritious products which takes care of their health that they desire.

BRAND PERSONALITY

• Healthy, cheap, quick and tasty food provider.

Mandatories

• Emphasise on its better deliverables-healthy food items available through its healthy image and service that can be trusted.

The Big Idea

• Stay healthy & riskfree• Wants to avoid junk

food

Consumer Desire

• Tasty & delicious food as well as healthy & low on calories

Brand Offering

Brand Vision Building Blocks

• Why do people find me appealing ?

• Cheap, quick and tasty food provider

What is my personality?

• People who like hanging out, look for quality with service, who prefer spending less and look for value for money

Who do I appeal to?

• Friendly and trustworthy

What relationship do I have with them?

• Cheap price and fast food provider which satisfies all kinds of customers

Why am I different?

• Happy as the tagline suggests ”I m loving it”

How do I express myself?

• I need to change the perception of being a junk food provider to a more healthy one

How do I need to change?

• Make people understand that McDonalds is not only a junk food provider but it has food items for the health freaks as well.

• McDonald’s understands that one person in your group who is a complete health freak and who is always conscious on calories.

• McDonald’s understands that one person in your group who is a complete health freak and who is always conscious on calories.

• To everyone who –

• Enjoys eating fast food

• Think of their future and Take care of their health

Backside of the Postcard

• • •

Deliverables

• 30 sec TV ad scripts in Hindi, Quarter page newspaper ads containing product details in English and regional languages, 20*10 billboards in English, internet banner ads in English within 2 weeks.