The rural markets of the Mississippi Delta were one of the first three markets in the nation to test All Day Breakfast, which has since rolled out nationally to rave reviews. We also test marketed the new Chef-Crafted sandwiches in the central Arkansas market – one of only three markets to offer the new choose-your-own styles.
For both tests, we planned campaigns that were heavy on social media, yet tied in to tried-and-true PR strategies, such as media relations and events.
In Mississippi, we wanted to reach consumers with a very local message even though All Day Breakfast was obviously an extremely national program. The blues are the soul of the Delta, so our “no more breakfast blues” theme was perfect to reach customers with a new message. Our blues-themed launch at one of the area’s top restaurants kicked things off, and our social media contest to win breakfast for a year helped increase the co-op’s Twitter account by 140 percent!
The Chef-Crafted national test in central Arkansas garnered tons of interest and a welcome spike in sales during the launch period. We used creative media kits to garner strong coverage. The media kits featured the Chef-Crafted sandwiches along with chef-inspired swag – McDonald’s apron and chef hat and cooking utensils. And we used our blogger brand ambassadors to help spread the word among their audiences, hosting a launch party just for them that featured a behind-the-scenes tour of the sandwich in making and lots of fun and engaging Instagram moments with Ronald and chef hats! Time will tell if this product will roll out nationally, but results in Arkansas were solid and helped path the way for McDonald’s USA to make important decisions about this new product.