Taylor Olson
Creative Brief
McDonald’s Coupon Book

Contents
1
1 Project Description
2
2 Audience
3
3 Communication Objectives
4
4 Competition
5
5 Key Differences
6
6 Specifications
7
7 Tone
8
8 Key Proposition
9
9 Stakeholders
10-12
10 Appendices
i

Project Description
A coupon book to bring in customers to McDonald’s restaurants morning,
noon, and night
1

Audience
Adults with busy career lives that have little time to spend making or
consuming meals. They are coffee drinkers who are interested in Mc-
Donald’s sandwich items. They live in Minnesota, Western Wisconsin,
Northeastern Wisconsin, and Upper Peninsula Michigan.
They already purchase costly coffee beverages at coffee shops but are
interested in quality coffee beverages at a cheaper price.
2

Communication Objectives
Attract adult Midwestern coffee drinkers to buy coffee beverages at Mc-
Donald’s instead of coffee shops by the use of coupons.
Offer coupons on breakfast and lunch/dinner sandwiches to stimulate
repeated visits to McDonald’s throughout the day.
3

Competition
Burger King, Starbucks, and Subway.
4

Key Differences
Most other fast service restaurants currently do not offer a coupon book
with coupons specialized for morning, noon, and night consumption. This
coupon book will be small and portable to encourage potential customers
to carry coupon book in purse, shoulder bag, auto glove box, et al.
5

Specifications
Coupons in book must be separated into three categories: breakfast,
lunch, and dinner items.
Each category will contain two food coupons and one coffee beverage
coupon.
Coupons from book will run until their expiration date, which will be
02/28/09
6

Tone
Exciting, contemporary, trendy, straightforward, organized, and clean.
Color palette for the book will be a mix of warm and cool contrast with
more of the former. Some use of neutral hues in text
7

Key Proposition
Affordable and quality items available morning, noon, and night
8

Xxxxx Arial Bold 14/16.8 pt
Stakeholders
McDonalds Corporation
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James Skinner - CEO & Chairman
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Leo Burnett
Taylor Olson - Art Director
Jason Frankena - Account Supervisor
Grame Mahn - Production Designer
9

Appendix A
Semantic Differential
10

Appendix B
Sample Performance Objective
At the end of 10 seconds a Midwestern attorney with a
heavy shoulder bag around his neck at the counter of a
McDonald’s located within an airport should be able retrieve
a coupon book and detach a coupon in order to purchase
coffee.
11

Xxxxx Arial Bold 14/16.8 pt
Appendix C
Comparative Revenues for Competition
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12