Campaign Book & Full Agency Report

Lyndon McCluskeyCotoillion GrantPebbles GilbertJennifer Lowe

Advertising & PromotionNovember 26,2012Dr. Arora

Agency Overview

Founders: Bill Bernbach, Ned Doyle and Maxwell Dane.

Location: DDB was founded in New York in 1949, and today the agency has offices throughout the U.S. in Chicago, Dallas, Los Angeles, New York, San Francisco, Seattle, and Washington DC.

Marketing Technique: relied on insight into human nature, respect for the consumer, and the power of creativity.

Believed that “creativity is the most powerful force in business.”

Today, BBD uses creativity to develop ideas that people want to play with, participate in, and pass on. Ideas that connect people with people, not just people with brands. Ideas that change behavior and appeal on an emotional, not just on a rational level.

Mission of Purpose

Creativity Is The Most Powerful Force In Business.

Insight into Human Nature

Respect for the Customer

Respect for Our World

Various Clients

Philips Neutrogena Hertz Budwiser Tropicana Volkswagen Exxon Audi

A Dream…

Since 1955, we’ve been proud to serve the world some of its favorite food. And along the way, we’ve managed not just to live history, but create it: from drive-thru restaurants to Chicken McNuggets to college credits from Hamburger U and much more. It’s been quite the journey, and we promise this is just the beginning-we’ve got our hearts set on making more history.

“Ray Kroc”

History Facts

Dick and Mac McDonald opened their eponymous burger stand in 1948 in San Bernardino, Calif. Under the guidance of Ray Kroc, a onetime milkshake-mixer salesman wowed by the restaurant's success, McDonald's franchises grew swiftly throughout the partnership.

By the end of the 1960s, there were more than 1,000 across the U.S. The first international franchise opened in 1967 in British Columbia, and was followed by another in Costa Rica later that year.

Over a six-month period in 1971, Golden Arches popped up on three new continents, as stores launched in Japan, Holland and a suburb of Sydney.

End of 2008, McDonald's had grown to 31,967 locations in 118 countries. Of those, only about 14,000, or 45%, were in the U.S. With 58 million daily customers worldwide

We believe…

Brand Mission: to be our customers' favorite place and way to eat, with inspired people who delight each customer with unmatched quality, service, cleanliness and value every time.

Brand Promise: To provide Simple Easy Enjoyment to every customer at every visit.

Values We place the customer experience at the core of all we do. We are committed to our people We believe in the McDonald’s System We operate our business ethically We give back to our communities We grow our business profitably We strive continually to improve

- Market Target Market: Every segment of the demography

family life-cycles, gender, age, nationality, Income, generation, race etc.

Four P’s of McDonalds 1. Product :Value-priced , fast-serviced meal

2.Price: Value-pricing (offering just the right combination of quality and good service at a fair price)

3. Place: Strategic location of most McDonalds fast-food outlet is found in populated and easily accessible areas (ex; retail areas, airports, busy street) or most certainly locating closely where its top 3 competitors are also doing business ex; Burger King, Subway etc..

4.Promotion: McDonalds has engaged in many short-term incentives for consumer promotion through limited value menus, promotional games to promote old/new items on the menu ex; Happy Meal toys, Big Mac Hockey Contest, card games etc.. McDonald focuses its ad campaigns on its overall McDonald experience and

active life style.

Original Print Ad’s

Cont. Original Pint Ad’s

New Print Advertisement

Moooreee Milk PLEASE!!!

New Advertisement

No time to talk…ITS LUNCH TIME!

Behavior (Whose behavior do we want to influence and how?)

Barrier (What is the key barrier standing in our way?)

Truth (What’s the consumer or cultural insight that will fuel the key idea?)

Message (What is the key idea we want to convey?)

Support (What are the reasons to believe?)

Practicals (What are the “must dos” as well as the “might explores”?)

Brand/Product: McDonalds

EDI/Campaign: A Better Way of Living

Brand Character: Healthy, Optimistic, Genuine, Family Oriented

Date: November 26, 2012__________________________________

CREATIVE BRIEF

Drive trial of healthy sandwiches and salads to appeal family's with kids 4-12 by getting them excited about McDonalds making a sweet snack that is wholesome too and healthy to the public.

McDonalds: We have created a “better way” of loving it!

• Made with wheat bread• Baked with quality, real ingredients like low fat oils, and low carb meat• Nothing artificial• Small portions for a great price “Dollar menu”

• Single Page Print/TV Commercials• Explore opportunity to feature all menu items (New Burgers, New Chicken Nuggets, Tasteful Salads, Shakes) • Consider competitive claim “more nutrients at a low cost than any of the other leading competitors”

This campaign will be the start of a gradual change in the perception of McDonald’s concerning obesity. It will get customers talking about McDonald’s while they previously considered the brand on very rare occasions.

It is hard to shake a connotation with burgers and fries when it is the reason that people go to McDonalds. Because of its outstanding presence in American culture, McDonald’s is stuck with a lot of the blame for the population’s obesity.

Approvals

APPROVALS:

Title

VP, Brand Strategy, Marketing Services, International ________________________________________

VP, General Mgr., McDonalds __________________________________________

VP, General Mgr., Meals & Accompaniments __________________________________________

Business Director, Sales & Promotion __________________________________________

Business Director, Imported Goods __________________________________________

Business Director, Cost Management __________________________________________

Director, Nutrition Innovation __________________________________________

Director, Brand Equity & Communications (Originator) ________________________________________

Client Brief

COMMUNICATION BRIEF F’11 McDonalds Communication Brief

Date 11-26-12 Initiator/Phone#

Dr. Arorah 912-334-2345 Ex:234

EDI/ Campaign

McDonalds: A healthier connotation Trademark: I’m Lovin It

Business Unit

McDonalds Corp.

Brand A Better Way Sub-Brand

Nutritious Fast Food

Comm. Channel

Commercials, Bill Boards, Print, Website, Online Banner Ads, Email Newsletters,Partnerships

Background1. Brand Positioning

Our Position is to give McDonald’s a healthier connotation and increase the sales of the healthy facet of the menu. Ultimately, we want to make McDonald’s top of mind in the healthy fast food category. We need to persuade current customers to sample the healthy items while eventually drawing in new customers who are already eating healthy, just not at McDonald’s. By showing that McDonald’s can be a part of a healthy diet and ultimately a healthy life, we will spark the change in consumer’s perception of the brand from an unhealthy connotation into a more nutritious one.

Brand Character: Healthy , Mindfully Optimistic, Genuine, Confident

2. Background

McDonald's is a famous fast food restaurant known in 119 nations around the world. They are best known for their hamburgers and strong branding. Their most recognizable brand is the Golden Arches closely followed by the clown character called Ronald McDonald. Dick and Mac Mcdonald were two brothers who started the McDonald's brand in California after moving their hotdog stand to San Bernadino from Monrovia Airport. After realizing that hamburgers were their most popular product, the brothers reinvented their restaurant using their Speedee Service System in 1948. It was a concept that created a production line of hamburgers that were made before being ordered. This concept pioneered the fast food industry and was in complete contrast to most restaurants that only prepared food after the customer had placed their order.

3. Business Objective

The primary objective for McDonalds in F’11 is to drive volume by increasing purchase frequency and brand loyalty through a healthy perception. An increase in sales transactions by providing a healthier meal will increase sales growth.

Communication Imperative

1. Communication Objective Drive affinity for the brand and create a deeper connection with house hold families by positioning all McDonald’s meals in a healthy and engaging game. We can make McDonalds top of mind in the healthy fast food category by utilizing their sponsorship of the NFL in order to change consumer perception. The goal is to implement a game similar to the matching game that will give the young burgers and fries group incentive to try the healthy food on the menu, while showing the prospective health conscious group that McDonald’s can have a key part in living an overall healthy life.

2. Key Barrier to overcome The Prospective Health Conscious people don’t go to McDonalds because of the unhealthy connotation. If we give them an incentive to try out the healthy options, our hope is that they will come back in the future. This campaign will be the start of a gradual change in their perception of McDonald’s. It will get them talking about McDonald’s while they previously considered the brand on very rare occasions.

3. Target Consumer and Insight

We came up with 2 categories of prototype customers: The Young Burger and Fries

-18-24 year olds -Technologically savvy -Frequent McDonald’s for burgers and fries These are the most obtainable targets. The Young Burger and Fries are currently dining at McDonalds and with an incentive they could be persuaded to purchase healthy options. These people are this campaign’s main focus.

The Prospective Health Conscious -24- 36 years old -Settled into careers -Starting families -Health conscious -Rarely eat McDonald’s because of health concerns

4. Single-minded Benefit Giving an incentive that the customer may be persuaded to purchase healthy options on the menu. McDonald’s can be a key part in living a healthy life. Through eating healthy food, completing the online brainteasers, and using the pedometers that they purchased at McDonald’s, the person can win a trip to the Super Bowl. 5. Reasons to Believe

Research suggests that people have an unhealthy connotation with McDonald’s. McDonald’s has forever been America’s burger joint. It is hard to shake a connotation with burgers and fries when it is the reason that people go to the restaurant. Because of its outstanding presence in American culture, McDonald’s is stuck with a lot of the blame for the population’s obesity. These factors make it difficult to persuade a healthy eater to become a McDonald’s customer. McDonalds is an unhealthy splurge for most people. They admittedly go in order to eat burgers and fries, not to purchase a salad.

Executional Considerations

1. Which SKUs should be featured in the ad(s)? F’11 Print - Should support the healthy aspect of the fast food industry. All McDonalds brand communication should feature healthy logos and nutritious labels.

2. Are there any other considerations? McDonalds advertising should work within the Relay 4 Life campaign framework as well as Brest Cancer

Awareness Foundation. 3. Online Assets/Offline Content to Leverage (List if applicable)

McDonalds Healthy logo www.McDonalds/abetterway.com Facebook Fan Page Abetterway@facebook.com Partnership with Dr. Aroah

Approvals

F’11 – McDonalds Communication Brief

Title Name Signature Date Comments

General Manager/Business

Vice President Michael Simon

Director, Brand Equity &

Communications Connie Olsen

Vice President / Director, Business

Steve White

Group Marketing Manager

Patsy Fox

Originator: Marketing

Sarah Thomas

Current Story Board #1