Global food service retailer McDonalds Indian franchisee
has launched its latest ad campaign, created by Leo Burnett,
to highlight the freshness of its new product McEgg.
give McDonalds the momentum and boost that was required
before the product launch, the burger retailer launched a
series of teasers around the Bad Egg Jokes which
were populated on social media platforms like Facebook and
online video platform YouTube. This was followed by the introduction
of the Eggies!, an app contest on Facebook which was another
way of connecting with customers.
The McEgg Burger advertisements were then released on all
the major television networks in the country as well as radio
channels. The ad brings out the freshness of a new variety
in the segment of eggs.
The commercial starts with an introduction of the new product
and shows the young Indian generation consuming the product
by enjoying its nutritive value and purity. The sound associated
with an egg (pakaak) is played in the background
with the intent of communicating the freshness
and quality of the products used.
The campaign will run across the country on a variety of media
including television, radio, social media and OOH from August.
The TVC will be supported by other media as the month wears
on with the OOH leg of the campaign forming the next phase.
Hardcastle Restaurants Pvt. Ltd (the company that spearheads
McDonald's operations in West and South India) senior director
marketing Rameet Arora said, "We have come up with a
campaign that embodies the fun and freshness of eggs to extend
our Im Lovin It experience to our customers. We
at McDonalds aim to be our customers first choice
and we are taking brand McDonalds 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
McDonalds deliver the brand promise of good products
at great prices.