McDonald's dares its consumers with a "twist"
McDonald's unveils 'Dare To Choose', a two-month campaign, daring consumers to try out its classic burgers with a twist
Taking part in the Indian festivities, McDonald’s has rolled out a 360 degree multi-channel approach and is promoted across various platforms –TV, print, radio and outdoor medium. As part of this campaign, the brand has launched a TVC ‘Dare to Choose’ that has been created in 5 languages – English, Kannada, Tamil, Telugu and Bengali for the consumers to break the clutter and create a desire to try the new products. The campaign is being heavily promoted on the digital platform with activations on social media and mobile.
With the new campaign ‘Dare To Choose’ the brand is inviting consumers to make a choice of opting to go with traditional favourites – McVeggie and McChicken which have been on the menu for 18 years or to experiment with new burgers - McVeggie Twist and McChicken Twist which has been launched for a limited period. Through this campaign, the brand is aiming to connect and engage with our evolved audience who have matured and adapted to different tastes and unique flavours that are unlike the usual burgers.
In an exclusive interaction with exchange4media, Kedar Teny, Director – Marketing & Digital, McDonald’s India – West & South, said, “Customers’ today love to experiment with food and what could be a better way to strike this love affair than “Bringing More Taste in Every Bite to what they loved” and thus ‘Twist to their favorites’. The new range is a result of 4 months of consumer research and menu development ensuring that we brought to the table a new reason for customers to say “I’m lovin’ it”.
“While the preferred traditional favorites are simply classic but yet delicious; the two new offerings symbolize the zing to this simplicity providing enhanced variety to our customers to choose from. Aimed at celebrating food with our customers, the two new menu offerings; McVeggie Twist and McChicken Twist would be available across all our restaurants from 1st October – 30th November 2014.”
According to Teny, being a ‘Reach’ brand, retail activation across stores is the brand’s largest direct medium to connect with customers. To that effect, “the launch was rolled out via a teaser campaign at our stores asking customers to choose from difficult situations they face as a part of their everyday lives. Further, we are using a multi-channel approach; primarily led by television, outdoor and digital.”
“The key focus is on providing our customers with a delectable meal with good food served fast which translates into providing real ingredients, appetizing taste, offering a wide variety of wholesome modern choices at great value which are paramount to McDonald’s as a brand. With the changing trends, we want to evolve with our customers to cater to their needs while creating excitement and a desire to savor new exciting products that are of the highest quality and grade,” he added.
These new ‘Classic with a Twist’ burgers are available for two months across all McDonald’s restaurants in India. The price of McVeggie Twist burger is Rs. 81. The price of a medium McVeggie Twist value meal (which consists of medium fries and Coke) is Rs. 140. The price of McChicken Twist burger is Rs. 93 and a medium value meal is Rs. 150.
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