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McDonald's
Gourmet Collection

RAN IN: Russia

CLIENT
McDonald’s

AGENCY
Leo Burnett Moscow *Lead Agency


OMD Optimum Media *Lead Agency


iWill


SUMMARY

In 1991, McDonald's brought to Russia the concept of a burger, the symbol of which was Big Mac. But life does not stand still. Over the past few years, a large number of specialized burger restaurants have appeared. The idea of a good burger began to change rapidly. The task for McDonald's was to retain and strengthen its leadership. As a result of the launch of a new line of premium burgers, we were able to deliver the message that you don't have to search for delicious burgers in expensive, new or unverified places because you can find the same delicious burgers in familiar McDonald's but at a reasonable price.

CASE STUDY

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CASE VIDEO


Audience: Young people (25-35 years old), trendsetters.

Objectives: By launching a line of new premium burgers we aim at restoring McDonald's reputation as the place with the most delicious burgers. Meanwhile, we also aim at increasing the average check by adding new premium products. We planned to increase our KPIs: Great tasting food; Great tasting burgers; Good value for money; Brand Opinion; Good quality food; Uses local suppliers; Preference index

Type: B2C

Language: English, Russian