McDonald’s promotes new customer experience in marketing push

The campaign is part of a push from the fast food giant to highlight its innovations in customer service such as the mobile ordering, in-store touchscreens and table service.

McDonald’s has launched a new campaign that highlights how its new customer experience is making its customers’ lives easier as it looks to more widely promote new services such as table service and mobile ordering.

The campaign, created by Leo Burnett features three adverts – Hands Full, Grownup and It Must Be – each of which focuses on a different McDonald’s service.

Hands Full sees two new parents struggle with everyday tasks such as taking a pram down stairs and juggling shopping, before finally getting some respite with table service at the fast food chain. Grownup, meanwhile, centers around a father and daughter day out which ends in them getting a McDonald’s using new in-store touchscreens to make their order.

READ MORE: McDonald’s on the next stage of its digital transformation

The final TV ad, It Must Be, follows two teenagers who connect through the McDonald’s app and will launch in June. The TV spots are supported by four radio commercials and a social campaign.

Marie Emery, head of marketing, brand and experience at McDonald’s, says: “Bringing good times to our customers is a key part of the McDonald’s offering and, thanks to our latest convenience services, these are now made that little bit easier.

“The suite of ads created by Leo Burnett aim to showcase these services through the little everyday moments which they help to facilitate.”

The campaign is part of a push from the fast food giant to use marketing to ramp up consumer awareness about its innovations. CEO Steve Easterbrook said earlier this year that McDonald’s would look to push new services, including food delivery and mobile ordering, as it looks to change perceptions and ramp up take-up among consumers.



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