AD Street Communications Integrated Marketing Agency

Client Brief

BACKGROUND

McDonald's have seen a rising demand from customers for spicy food in various forms, be it on the mains or sides. A consumer preference research done by International Journal of Scientific and notes that 67 per cent of respondents preferred spicy flavour fast food in India reaffirms our belief that Indians likes it Hot & Spicy. Indian customers have a higher affinity towards local spices and the use of robust & full-bodied flavor. Leveraging McDonald's wanted to launch a tactical campaign. Abhishek was involved in the campaign while at Leo Burnett where McDonald's to launch a tactical campaign to increase the sales for the Spicy Range at McDonald's.

Execution

THE CAMPAIGN

McDonald's launched first of its kind 'Battle of Spicy' campaign created by Leo Burnett India which enabled customers to decide which burger will survive on the menu between the original McSpicy offerings and the new Indi McSpicy Burgers via National Voting contest. Customers could opt for the Indi McSpicy Paneer or Chicken Burgers, which are enriched with flavourful spices from crown to heel that, would make your senses come alive. The humour peg was used Raghu and Rajiv, India's most popular twin brothers were roped in to deliver the message among McDonald's lovers across the country."

 

SCOPE OF WORK

Campaign was conceptualized to give the power to consumers where the winner of the McSpicy crown will be determined by a national voting contest. Any customer who buys an Indi McSpicy meal will be eligible to vote for the hotter burger online and also get a chance to win exciting prizes with the help of Freecharge.

Result

RESULT

McSpicy category grew by 66% the digital extension created over 3 Lakh engagement and 18,000 conversations on Twitter. The Battle of Spicy campaign resulted into McDonalds India being amongst the top 2 buzziest brands of the month by Brand Equity.

AD Street Communications Integrated Marketing Agency

Creative

  1. Mumbai

Services

Clients

Category Experience

Employees

1-10 Employees

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