MUMBAI: Global food service retailer McDonald’s Indian franchisee has launched its latest ad campaign, created by Leo Burnett, to highlight the freshness of its new product – McEgg.

To give McDonald’s 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 I’m Lovin It’ experience to our customers. We at McDonald’s aim to be our customer’s first choice and we are taking brand McDonald’s 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 McDonald’s deliver the brand promise of good products at great prices.”