Olympics marketing lifts McDonald’s UK sales
Marketing activity by McDonald’s to activate its sponsorship of the Olympics led to UK sales holding strong in July, despite poor results across the globe.
The fast food giant reported its worst monthly global sales for two years yesterday, with sales in the US down 0.1% on July 2011 and Europe sales down 0.6%.
A statement from McDonald’s said: “Europe reported a 0.6% decline in comparable sales for July as strong results in the U.K. and Russia were more than offset by weaker performance in Germany and several Southern European markets amidst an increasingly difficult environment.” Specific UK sales figures however were not provided.
McDonald’s is running a £10m ad campaign called “We All Make the Games”, aimed at showing how British consumers are celebrating the Games at home.
This includes using images of Team GB supporters in press, digital and outdoor ads, including digital billboards at London’s Piccadilly.
Alistair Macrow, McDonald’s UK vice president of marketing, said before the Games: “Putting user-generated content front and centre of our Olympic advertising has really enlivened the campaign and given the British public the chance to lead the way in celebrating this monumental summer of sport.”
