McDonald’s is bringing back its ‘Reindeer Ready’ campaign for the second year as it looks to remind customers of its role during the festive period.
McDonald’s UK CEO admits it made an error with the ad but says he still wants the brand’s marketers and agencies to be “brave and bold”.
In the latest episode of Digital Decoded, we test McDonald’s mobile ordering app and speak to the brand’s digital director to find out what the future holds.
Plus Walmart introduces pre-prepared meals and how Coca-Cola Asia is helping combat that post-lunch slump.
Big investments in quality, provenance and technology have led to questions over whether McDonald’s is trying to be more premium, but its CEO says the plan is to broaden the customer base and differentiate from the competition, not go upmarket.
The fast food giant has restructured its marketing team in the UK and Ireland under the leadership of new senior vice president and chief marketing officer, Gareth Helm.
Helm, who has previously held marketing director roles at Nestlé, Mars, Innocent and MoneySuperMarket.com, replaces Emily Somers who left the business last year.
Partnerships that embrace tech and make people’s lives easier are proving an effective way for brands to increase their value, according to this year’s BrandZ ranking.
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 looks to be staking its claim for the premium burger market as the fast-casual sector hits the rocks.
Alistair Macrow, who joined McDonald’s in 2007, will now run marketing in nine of the fast food chain’s high-growth markets.
Moneysupermarket.com, Dove, McDonald’s and Match.com also featured in the ASA’s top 10.
CEO Steve Easterbrook cites modernisation of restaurants and recipe changes, as well as tech innovations, as key reasons behind the improvements to consumer perceptions.
The fast food chain says the boost from its 2016 Christmas campaign, which featured a vintage doll named Juliette, gave it the confidence to focus even more on the festive season this year.
The fast food giant says while it is still in the “early innings” of its digital strategy, it is planning to ramp up marketing support for innovations including its mobile app and food delivery.
Plus Wal-mart looks to take on Amazon by cutting costs and opening less stores and Puma pushes same sex marriage equality in Australia.
The fast food chain has appointed Capgemini and Publicis.Sapient to lead its digital transformation, which could bolster a healthy sense of competition between the two agencies and drive the brand forward.