McDonald's ran an online banner ad campaign targeting adults using the internet. The ads aimed to position McDonald's as offering delicious, affordable food. Web banners displayed images of tasty McDonald's food and directed users to pages with product information and store locations. Slogans like "Chicken so tasty it sells itself" and "Sausage McMuffin for $1.39!" promoted key items while enticing users and reinforcing the message that McDonald's food is amazingly good.

1. McDonald’s Online Banner
Campaign
By Ruth Marian Cortez

2. General Information
• Type of product or service:
Fast food (hamburgers)
• Brand:
McDonald’s
• Campaign Name:
McDonald’s Online Banners

3. Creative Briefing
Target Audience
• Adults using the internet
Desired Positioning
• Delicious food for you to eat
Key Promise or Benefit
• Our food is amazingly good, and you’ll love it.
Communication tone
• Persuasion by showing pictures of tasty food.

4. Message Analysis
• That McDonald’s offers delicious and tasty food
What does it say?
• It is said by showing images of the food.
How is it said?
• It is addressed to adults using the internet.
Whom is it addressed to?
• It uses webpages and banners.
Where is it said?
• Time is not specified. Some of the restaurants are open for 24 hours.
When is it said?

5. Web Banners
When the user clicks a banner from
the ads, he is taken to McDonald’s
webpage. On the webpage
pictures of the food are shown and
locations of the nearest restaurants.

6. Web Banners (Cont.)

7. Concept and Slogan
What is the concept chosen
to differentiate the product
or service?
• The appealing look of the food
makes you crave it.
• The low prices are very accessible.
What is the slogan?
• “Chicken so tasty it sells itself.”
• “Sausage McMuffin for $1.39!”
• “Make browsing even sweeter!”

8. Creative Execution
Execution Elements
Characters: There are no characters.
Images:
• A man holding chicken products while a page loads
• A caramel McFlurry
• A sausage McMuffin.
Text:
• “Chicken so tasty it sells itself.”
• “Sausage McMuffin for $1.39!”
• “Make browsing even sweeter!”
Execution Aspects
Duration: As long as the person is using the
webpage.

9. Campaign video
• One of the videos online released for this
campaign was for the chicken.

10. Personal Opinion
• The ads show the food in a way that is
appealing to the senses so it reaches a
very wide audience.
• By showing the low price of the products,
they get the user’s attention.
• It is very effective in presenting their
desired position for the products.