McDonald’s lures consumers on the go for McEgg burger

McDonald’s recently launched a 360 degree marketing campaign to introduce its new McEgg burger across the country. The campaign comprised varied media vehicles for, including outdoor. The campaign was executed by Milestone Brandcom.

The out of home campaign that rolled out on August 14 was spread across 350 touch points and covered over 132,000 square feet of vinyl in nine cities. The media mix was spread across mass media touch points varying from billboards, bus shelters, gantries, unipoles and kiosks to branding at railway stations.

Commenting on the campaign initiative, Rameet Arora, Senior Director Marketing, McDonald’s India, said, “We have come up with a campaign that embodies the fun and freshness of eggs to extend our ‘I’m Lovin It’ experience to our customers. We are taking brand McDonald’s to the next level by providing our customers with products and campaigns that are new fresh, exciting and innovative. To the value seekers, the McEgg burger will assure plenty of protein content at an appealing price point, and at the same time it will help McDonald’s deliver the brand promise of good products at great prices.”

Adding further to the campaign execution, Hanoz Patel, Founder Member and Managing Partner, Milestone Brandcom, said, “This new delightful offering needed an equally impactful messaging to the customers to lure them to try out the new and eggciting McEgg burger. We devised a robust media plan to target the audiences on the go and ensured a dominating presence across all main arterial routes, transit junctions and major congregation points around McDonald’s outlets. The visual appeal of the creative, clubbed with our elaborate media spread, ensured the message was delivered to the right audiences.”