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...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Happy new year!
Premium
1 hour ago

Happy new year!

Sincere wishes for a happy and prosperous Year of the Rat. (See you in a few days.)

Premium
5 trends for marketers to watch in the Year of the Rat
Premium
1 hour ago

5 trends for marketers to watch in the Year of the Rat

From customer experience to data and purpose, VMLY&R leaders pick out the important trends marketers should watch in the new year.

Premium
Why Asia's future CMOs will deliver much more than marketing
Premium
3 hours ago

Why Asia's future CMOs will deliver much more than ...

"CMOs will be a control tower between marketing, IT, innovation, finance, supply chain."

Premium
How Verizon and Starhub drove cost-effective sales of Samsung's Note 9
Premium
5 hours ago

How Verizon and Starhub drove cost-effective sales ...

CASE STUDY: Predictive techniques led to a cost per acquisition (CPA) one-eighth that of standard lookalike targeting.