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McDonalds Advertising & Marketing Campaign
Research
Anti Branding
Super Size Me Backlash – the film (allegedly leading it to do away with the super size proportions) caused a radical change to the presentation and policy of Mcdonalds which can be seen in a lot of the tie ins and promotions that are presented here.
Branding of McDonaldsThe branding of McDonalds
Restaurants has evolved since its early conception. This has tried to conform to both popular culture and changing views of healthy living and / or
eating.
Remember the branding of any product consists of …
The Products / Service
Although McDonalds are renowned for their production of greasy fast food products, a concerted effort has been made in recent
years to accommodate for the healthier eater – through the supply of salads, fruit, vegetables, etc.
Plus…
The Trademark
The Golden Arches of McDonalds are universally recognised throughout the multitude of countries that host a McDonalds
Restaurant.
Plus…
The Brand Name
Plus…
The brand name of ‘McDonalds’ is usually synonymous with the concept of the ‘Golden Arches’. The two are very rarely used
separately due to this…
The reputation / Image associated with the Product
The McDonalds Brand itself has evolved considerably to cope with the face of changing society. What
was once seen as a predominantly child
oriented ‘fun’ restaurant has now undergone a
shift into a slightly more health conscious territory.
Also the McDonalds restaurant as a concept is
represented in a more adult / responsible light.
The changing image of McDonalds Adverts
A quick glance at the changing nature of McDonalds restaurant slogans over the years can be basic indicator of how time changes the ways in which McDonalds represents itself.
Year Slogan Year Slogan
1960s Look for the Golden Arches 1991 McDonalds Today
1967 McDonald’s is your kind of place 1992 What you want is what you get
1971 You deserve a break today 1993 Do you believe in magic?
1975 We Do it All For You 1994 Make every day a McDonalds day
1975 Two all beef patties special sauce lettuce cheese pickle onions on a sesame seed bun
1995 Have you had your break today?
1976 You, You’re The One 1997 My McDonalds
1979 Nobody can do it like McDonalds can 1997 Did somebody say McDonalds
1980 You deserve a break today 2000 We love to see you smile
1981 Nobody makes your day like McDonalds can 2000 Put a smile on
1983 McDonalds and You 2001 There’s a little McDonalds in everyone
1984 It’s a good time for the great taste of McDonalds 2001 Things that make you go ‘mmm’
1985 It’s Mac Tonight 2002 Every time a good time
1988 Good Time, Great Taste, That’s why this is my place 2003 I’m lovin’ it
1990 Food, Folks and Fun
The changing image of McDonalds Adverts
During the 1980’s the majority of McDonalds Adverts contained colourful children’s characters such as Ronald McDonald,
Grimace and Hamburglar. The adverts would be set in the magical world of McDonaldland.
The connotations of these adverts would inspire ‘pester power’ – children pestering
their parents to visit (and eat at) McDonalds.
McDonaldland Advert
Grimace Advert
Happyplace advert
The changing image of McDonalds Adverts
More contemporary adverts tend to concentrate on the convenience and value for money of the McDonalds product. Even later versions of TV
adverts tried to create a healthier image through highlighting their salad options. Please note the main customers represented in these
adverts tend to be adult, unless a specific promotion is attached (for example – free toy
with every happy meal – an advert of this nature would be aimed specifically at children).
Blind date advert
Double Dutch advert
Print Based McDonalds Ads / Marketing Campaigns
Not only has there been a change in style / approach to McDonalds TV adverts, but also regarding their print based advertising /
marketing output. This adverts tries to convince the audience of the changing face of McDonalds food by highlighting new ranges
available, that have more positive connotations.
Print Based McDonalds Ads / Marketing Campaigns
Special editions are promoted to
develop the concept that
these variations keep the
product fresh and interesting
to their audience. They may have just repackaged a concept that was already
available.
Print Based McDonalds Ads / Marketing Campaigns
The Pound Saver Menu is a marketing strategy that presents
the customer with a range of prices and offers available. By tempting them with good value for money
McDonalds increases the likelihood of a larger purchase.
Print Based McDonalds Ads / Marketing Campaigns
McDonalds Restaurants also offers gifts with certain meals (happy meals, etc.) in order to increase their exposure to
children. Again this relates to pester power…
Endorsements and Sponsorship
McDonalds Restaurants use famous celebrities, usually of a sporting nature to promote their products. Some of these celebrities, such as Rio Ferdinand have appeared in TV
commercials. Others have appeared on the website supporting causes promoted or sponsored by McDonalds.
Why specifically sports stars?
Endorsements and Sponsorship
Sponsorship of major football event (the
World Cup) continues the increased visibility
of the brand and associating it with
fitness
Endorsements and Sponsorship
McDonalds are sponsoring the
Olympics and being part of team Great
Britain, although its an American brand
And promoting activity on its websiteSix weeks ago
McDonald's announced a
commitment to talk to children the world over about energy balance - using the strap-line 'it's what i eat and what i
do' as the rallying call.
Endorsements and SponsorshipTo bring the initiative to life
McDonald's UK has enlisted the help of heroes including
Double Olympic Gold medal-winning Rower James
Cracknell OBE, Olympic Silver medallist Sharron Davies MBE
and World Cup legend Sir Geoff Hurst MBE, who will use their position as role models to inspire kids to think about what
they eat and what they do.During 2005 and beyond the
Team will tour the UK by visiting schools and events,
helping to drive the 'active for 60 minutes a day' message.
Olympic hopefuls
Targeting other audience types…McDonalds Restaurants make a
concerted effort to target other audience types through a range of sponsorship
and concessions.
By teaming up with MTV for the TV show ‘Advance Warning’ McDonalds hope to appeal to predominantly teenagers. The
show itself showcases emerging new musical talent.
The likes of a Student card hopes to give concessions or Saver points to the
potential student market…
Anti Branding Many websites and institutions have become
concerned with McDonalds policies and aggressive marketing
techniques. These
institutions aim to make
people aware of the
potentially damaging aspects of
these campaigns.
Anti Branding Greenpeace are
concerned about the ecological
implications of McDonalds Food. The chickens used
in many of McDonalds products
are fed on soya which is cultivated and reaped in the
Brazilian Rainforest. The massive
amounts of soya that are reaped are having subsequent
devastating ecological effects…