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Company Case 15 （advertising, sales promotion, and public relations）
McDonald’s: Where to Go From Here
Who doesn’t remember “You deserve a break today……” or “Two all beef patties, special sauce, lettuce, cheese……”? Although we haven’t heard these slogans in a long while, they nudge our memories and cause a host of thoughts and feelings to flood our consciousness. They might evoke memories of scenes from specific ads – shots of juicy burgers and crispy French fries, or of McDonald’s birthday parties when we were young, or of dinner out with our folks. These slogans did what they were supposed to do. They got our attention, caused us to think positively about the product, and left us with warm, fuzzy feelings about the brand. In doing so, they may have caused us to think, “We haven’t been to McDonald’s for a while – let’s go there for lunch.”
But can you recall any recent McDonald’s ad campaigns or slogans? Probably not, and that’s a problem for McDonald’s. If you can remember ads, do they give you a warm, fuzzy feeling? Again, probably not. Lately McDonald’s advertising hasn’t been particularly memorable and sales – particularly breakfast sales – have been in a slump for several years.
To attack this sales slump, in 1997 McDonald’s instituted Campaign ’55. In this campaign, some items such as the Egg McMuffin, the Big Mac, and other sandwiches were put on sale for 55 cents. In order t get the advertised item at 55 cents, however, customers had to buy French Fries and a large drink at regular prices. This confused many consumers who had not realized that they had to purchase the other items. In addition, it meant that they usually ended up spending about $3.00, more than they had intended. To many consumers, the special prices were not all that special.
To inform consumers about Campaign ’55, Leo Burnett created ads using the tag line “My McDonald’s.” The content of these ads changed from month to month to promote the changing specials – for example, Quarterpounders i
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