Advertising Case: McDonalds

This paper shows how advertising helped McDonald’s achieve five successive record-breaking sales years since its turnaround. Two complementary brand advertising campaigns, rolled out over a number of platforms, including TV, press, in store, outdoor and digital, worked in harmony to get people to trust and love the brand again through celebrating its role in modern British life. They delivered £349m in short-term sales in addition to the £460m delivered by promotional advertising and a near fourfold increase in ROI to £9.79.

Award: Gold
‍Company: McDonald's
Brand: McDonald's
‍Sector: Fast Food
‍Agencies: Leo Burnett
‍Country of origin: UK

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Link to full case study

IPA