Beijing Adwatch: Multi-pronged strategy pays off for McDonald's in recall

McDonald's pumped up ad spend, addressed different customers and watched it all pay off. Fastfood giant McDonald's topped the list of most-recalled commercials in Beijing in April, with a recall rate of 97 percent. McDonald's spent Rmb 298.6 million (US$36 million) on TV advertising from January to April, up about 10 per cent over the previous year. In contrast, the brand spent just Rmb 2.77 million on newspaper advertising over the same four months, a drop of 12 per cent over the previous year, according to CTR Marketing Reseach.