A 30-second TVC stars two sets of hands — one male, one female — who meet and fall in love over a McDonald’s meal.
According to McDonald’s China chief marketing officer Gary Rosen, the campaign reflects the insight that the company’s consumers share menu items as if they were finger food. “It taps into the cultural aspect of sharing food, which is a big part of socialising,” he explained.
The campaign also ropes in ‘Professor Super Savings’, the online character launched by McDonald’s earlier this year to promote its value campaigns (Media, 21 March).
In the new burst, the character appears in a viral video, asking consumers how they can find love for six renminbi (about 80 US cents). Consumers are invited to interact with the question on the McDonald’s China website.
The campaign is supported by executions running in print and outdoor. Leo Burnett handled the above-the-line component, with Tribal DDB on digital duties.
The drive follows the launch of the McDonald’s value drive in March of this year, based around the company’s ‘6 Rmb’ menu.
“What we want to see is increasing growth and penetration,” explained Rosen. “Growing the business is not just about new products, but it’s about keeping to the basics, which is paying off for us.”
McDonald’s does not break out its results on a local basis, but Rosen noted that same-store sales are “growing exponentially”.
The company has also introduced breakfast items at all of its mainland restaurants from late last year, with overall same-store sales rising 9.5 per cent in the first quarter of 2007.
