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McDonald’s banks on TV to market new product ‘McEgg’

29-August-2012
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McDonald’s banks on TV to market new product ‘McEgg’

McDonald’s recently launched its new product, McEgg, as a part of its Happy Price Menu. To promote the product, the brand has come out with a TVC showcasing the ‘freshness’ and ‘quality’ of the product. Leo Burnett is the creative agency behind the campaign.

The TVC kicks-off with an introduction of the new product, which depicts the young Indian generation consuming it and enjoying its nutritive value.

Commenting on the launch, Rameet Arora, Senior Director Marketing, Hardcastle Restaurants, that spearheads McDonald’s operations in West and South India said, “This is the first product to be launched in the Happy Price Menu in the past eight years. The McEgg burger was introduced with the aim of providing customers variety and choice and enables them to make nutritious, good food choices.”

The TVC is being supported by a 360 degree campaign which will run across the country on a variety of media including television, radio, social media and OOH media and ground activations.

The McEgg burger advertisements are currently on air on 20 plus channels including GECs, niche channels and youth-centric channels. Television is the lead medium and as much as 50 per cent of the campaign budget is allocated to it.

To create buzz around this addition to the menu, McDonald’s launched the McEgg campaign through a series of innovative teasers around ‘Bad Egg Jokes’ which were populated on Facbeook and YouTube. This was followed by introducing the Eggies app contest on social media.

KV Shridhar aka Pops, National Creative Director, Leo Burnett said, “The philosophy of McDonald’s stands on simple and easy enjoyment and there are a variety of meals for vegetarians and non-vegetarians. There are some egg-etarians too for whom the product has been launched.”

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