The document summarizes McDonald's marketing campaign to reinvigorate interest in its French fries among Canadian teens. The campaign, called "Fry Appreciation", will run from June to November 2011 using television, radio, outdoor advertising, mobile promotions, projection screens, social media, and guerrilla marketing tactics. The total budget for the campaign is $564,973.

1. McDonald’s
Danielle Kniznik
Danielle Goddard
Hailey Rowe
Meghan Kennedy
Nayiri Abrahamian
Stephanie Conley

2. MAIN OBJECTIVE
• To reinvigorate the passion for McDonald’s French fries amongst
Canadian teens

3. IN THE PAST
• McDonald’s tends to put advertising efforts for their newer products
• Pushing older/mature products to the back of the burner

4. TO THE PRESENT
• Top Competitor
• Highest Share of Voice
• Involved in Communities

5. Strengths Weaknesses
•Well-known •Healthier menu items could
be made more available to
•Highly inexpensive consumers, promote healthier
choices more
•Convenient
•Takes care of its employees
(Offering scholarships and internal
promotion opportunities)
Opportunities Threats
•Opportunity to expand further into •Consumers educating themselves
social and interactive media about nutritional information, buying
less fast-food
•Large amount of money to devote
solely to creative promotional activity, •Trend towards buying and eating
grabbing the public’s attention locally grown food

6. 1. PERCEIVED PRODUCT CONSISTANCY AND PRODUCT INNOVATION
Product Has Remained
the Same in
Taste Over the Years
Little has Company Has
Been Done to Made Several
Innovate the Innovations to
Product Classic Products
Product has Drastically
Changed Original Taste

7. 2. SPEED AND PERCEIVED CUSTOMER SERVICE
Staff are Friendly
and Helpful
Long Wait Food is
Before Getting Received Fast
Served After Order
Staff are Impolite
and Unapproachable

8. 3. PRICE OF PRODUCTS AND ATMOSPEHERE
Low
Cost
Family Oriented Non Family
Oriented
High Cost

9. 4. RESTAURANT AMENITIES AND LOCATIONS
Most to all locations
have a place for children
and drive thru
117
countries
61
countries
Large number Low
of locations number of
worldwide locations
worldwide
21
countries
20 countries
86 countries
86
countries
Most to all locations do
not have a place for
children or drive thru

10. MEDIA HABITS
Television: Watch 5 days/wk (72.05%)
Sit Coms (63.6%), News/Current Affairs (63.8%), Movies (75.5%),
TARGET PROFILE Radio: Listen 5 days/wk (48.7%)
Top 40 current/hits(32.89%), Modern rock/alternative rock (33.33%
rap/hip hop (47.43%)
Have visited a fast food Magazines: Heavy to Medium Readers (70.1%)
restaurant in the past 6 DEMOGRAPHICS Read any magazine the previous day (34.56%/108)
12-18 year olds Daily Newspapers: Light reader
months Lives in Ontario (39.35%/99), Quebec Never read a daily newspaper (38.6%/107)
(23.35%/103) General News section (57.4%), entertainment (39.9%)
Currently in grade 10 (18.94%/105) Community Newspapers: Heavy Readers
Unemployed (68.77%/99) Read any local community paper in mast month (76.9%/108)
Employed Part Time(29.76%/102) Spent 15-30 minutes reading it(35.1%/113)
Personal Income under $10,000(35.49%) In-Town Travel: Medium Travelers
Psychographics Travelled in town in past 4 wks(94.18%)
I have someone else prepare meals(64.51%104) Public Transit: Very light Users
loves cooking: males(26.05%), females (40.63%) Made no public trips in past 4 weeks(60.21%)
Well informed about nutrition (32.84%,108) Mall Visits: Average Shopper
Have sit down meals: males (37.33%),Females(48.13%) Have visited a mall in past 4 weeks (90.36%)
Agree they should eat healthier food(53.26%/107) Direct Mail:
Electronics Exercise is an important part of their life (50.95%/107) Never look at direct mail coupons (31.47%)
•Own a digital camera(49.63%107) Internet: Heavy Users
•Have 3-4 TV sets at home (35.05%/109) Accessed yesterday (78.27%)
Own a cell phone (52.72%/110)
•Have played a video game in past 30
-camera(36.32%) –games
days(62.65%/105), have played 7+ times
(30.93%)
in last week (14.1%/106)
-e-mail (20.46%) – text (42.39%)
•Use a computer daily (59.72%/105)
-web browsing(29.52%)
DAY IN THE LIFE:
TIME ACTIVITY MEDIA OPPORTUNITIES DISTRACTIONS
7:00am awake, shower, brush Radio, TV, Newspaper pack bag, find shoes
8:30 start school Internet, Radio, W-O-M class, work, projects, tests
11.00 lunch Outdoor, Magazines, Radio friends, homework
2:30 done school, basketball Internet, Radio gather belongings, practice/ game
5:30 home/homework, TV, Outdoor, Radio, TV, Direct Mail Family chatter/homework,
7:00 dinner Outdoor, Cinema family chatter
9:30 video games TV, Magazines, Internet Settle family, school trip tomorrow!, talk
10:30 Bedtime, bathe, brush Magazines, TV Catch some ZZZ’s
AUTOBIOGRAPHY: My name is Tom. I am a 15 year old boy. I am currently attending grade 10 and hope to get my first job this summer. I live with my
parents and younger sister. I have basketball practice 3 days a week after school and usually babysit my sister until my parents get home from work. Right
now my parents are giving me a little bit of money for babysitting. I have a pretty hard time balancing my life. The only time I ever see my friends is at lunch
and extra curricular activities.

11. POSITIONING
• The place everyone knows
• A place the brings people together
• “The ultimate snack destination for teens”

12. TARGETING
• Males/Females 12-18
• Quebec and Ontario
• Create brand loyalty at a young age

13. CLIENT: Mcdonalds
CAMPAIGN: Fry Appreciation
2011
MEDIA
June July Aug Sept Oct Nov #/ #/ Reach/ Total % alloc.
wk beginning Mon. 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 GRPs Wks Frequency Cost $
(000)
TELEVISION, :30s (GRPs/wk)
National English & French 100 100 50 100 100 50 500 6 80% /6.3 $ 1,468,669.00 49.05%
Radio; :15s 50 50 50 50 50 50 300 6 75% /4 $ 220,342.50 7.36%
Outdoor-Horizontal Posters 4 65.7%/16.3 $ 691,490.00 23.09%
Vancouver 76 Daily GRPs 4 71% /27.9 $ 163,080.00
Calgary 51 Daily GRP's 4 70.3% /14.8 $ 45,570.00
Toronto 50 Daily GRP's 4 72.2% /10 $ 250,160.00
Montreal 76 Daily GRPs 4 54.5% /19.2 $ 218,400.00
Halifax 51 Daily GRPs 4 76.3% /15.7 $ 14,280.00
Outdoor-Transit Shelters 4 62.2%/13.4 $ 329,685.00 11.01%
Vancouver 50 Daily GRPs 4 62.2% /21.4 $ 71,600.00
Calgary 50 Daily GRPs 4 75.3% /13.9 $ 37,540.00
Toronto 50 Daily GRPs 4 72.2% /10 $ 148,325.00
Montreal 50 Daily GRPs 4 39.2% /8.8 $ 63,220.00
Halifax 50 Daily GRPs 4 76.3% /15.7 $ 9,000.00
Outdoor-Projection 2 $ 16,100.00 0.54%
#of truck/day
Outdoor- Fry truck 3 3 2 days $ 18,000.00 0.60%
Scanlife barcodes 6 $ 24.00 0.00%
Internet
youtube.com 6 $ -
facebook.com 6 $ 250,000.00 8.35%
McDonalds Website 6 $ -
6 Total $ $ 2,994,310.50 100%

14. CREATIVE BRIEF
• Key Problem
• Objectives
• Unique Selling Point
• Tone and Manner
• Campaign platform
• Mandatories

15. THE BIG IDEA
Fry Appreciation
Frydays
How do you eat your fries?

16. Sending the BIG Message
Mobile/ Sales Promotion

17. • Geurrilla Marketing

18. Sending the BIG Message
Using Traditional Media
• TV
• “How do you eat?” A personal approach
• Radio
• “Celebrate your fries!”

19. • OOH Transit

20. SENDING THE BIG MESSAGE
Using Non-Traditional Media
• Projection Screens

21. SENDING THE BIG MESSAGE
Using Social Media
• Facebook

22. • YouTube

23. PRODUCTION
TV 2 x 30 sec $422,000
Radio 1 x 15 sec $9,500
OOH 301 Billboards, 196 $114,568
(Billboards/Transit) Transit
Mobile 6 Promotions $18,100
Projection Screen 1 $805
Game
Guerilla Fry truck/ Street Uniform
Team
Facebook Tab on McDonalds 0
page
YouTube Channel 0
TOTAL $564,973

24. QUESTIONS?
HUNGRY?
Thank You