Racheal Lee
Jan 16, 2014

McDonald’s adjusts tone in campaign for post-Yolanda Philippines

MANILA - Fast-food chain McDonald’s has adjusted its thematic approach for a breakfast campaign in the Philippines following the Typhoon Haiyan disaster.

MANILA - Fast-food chain McDonald’s has adjusted its thematic approach for a breakfast campaign in the Philippines following the Typhoon Haiyan disaster.

The recently launched campaign, Hooray for today’, aims to lift the spirits of the Filipino people. Unlike previous campaigns that featured an upbeat and optimistic theme, this campaign focuses on the theme of gratitude.

The campaign includes a TVC as well as print, online, activation, OOH and public relations. Developed by Leo Burnett Manila, it will run until next month.

The 60-second TV spot tells a quiet story about a man who...

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