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McDonald’s

Marketing / Communications

We help one of the world’s best brands increase sales and guest counts through reputation management and content marketing that successfully maximizes paid media efforts.

McDonald's Logo LRPD Badge Hot Springs Village Logo

The Situation:

In order to set the stage for a winning marketing strategy for the McDonald’s Central Arkansas Co-op, we worked to better utilize integrated strategies to maximize our annual media buy by using PR, social media and influencer marketing to stretch our dollars. We focused our business consumer insights work on three strategic areas for McDonald’s: Beverage, Breakfast and Burgers/Chicken. We focused on value platform, localized promotions, creative refreshes and new pricing strategies.

Some important new products – such as limited-time-only Big Macs, flavorful slushies at a new price point of $1 and Signature Crafted Sandwiches – needed to get special attention in the marketplace to drive incremental sales.

The Strategy:

Along with media relations and storytelling that aligned with the national marketing calendar, we focused our efforts on bringing to life three distinct campaigns to drive sales and guest counts.

“Which Mac Are You?” campaign to encourage millennials to purchase more Big Mac burgers – A sweepstakes contest via a form on a customized landing page that asked consumers to proclaim which Mac they are in order to win Big Macs for a year. Our integrated marketing strategies led consumers to the landing page and into the stores with coupons.

Great Southern Region “Slushie Synergy” campaign to focus on beverages throughout the summer, particularly new $1 slushies – We created the Summer of Slushies with a massive sweepstakes contest to send one lucky winner to the Minute Maid Ballpark in Houston for a fabulous summer getaway weekend. Paid media added value programs throughout the region included “96 Days of Summer,” Sweet Slushie Break, Summer Slushie Sweeps and Slushie Reunion.

“Pay It Forward” annual program with KARK-NBC to highlight good work in the community – A winner was chosen twice a month to be recognized in TV segments for their community giving. The winners were honored by local McDonald’s owner-operators and the one-and-only Ronald McDonald. Additional promo spots, news billboards, prime banner spots online and app banners boosted the campaign.

The Results:

When many other Co-ops across the country struggled with declining sales, our Co-op thrived with one of the largest increases in sales in the region – a 4.3% increase in comp sales. Guest counts also comped year over year by 3.1%. And during each month of our campaign, the Central Arkansas Co-op performed as one of the Top 20 Co-ops in social media engagement across the U.S.

Some of our larger campaigns during the year also performed so well for our Co-op that they were picked up by the rest of our McDonald’s Great Southern Region. Seven additional Co-ops used our comprehensive campaigns for “Which Mac Are You” and Summer Slushie Sweepstakes. In particular, the “Which Mac Are You” campaign was highly successful with more than 105,000 sweepstakes entries!

 

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