Leo Burnett Manila will have plenty of ideas up its sleeves this year to build the convenience business of McDonald’s. The fast food restaurant handed the agency the creative and marketing services duties for its McDelivery Service, the 24-hour stores, Drive-Thru and Dessert Centers. In addition, it has also tasked the agency to create year-round seasonal advertising.
McDonald’s move to focus on convenience as a business driver is in response to the preferences of customers who no longer consider a McDonald’s outlet as just a quick-service or drive-thru restaurant. Customers now look for a convenient food solution with emphasis on convenience and quality factors such as home delivery and 24/7 service.
McDonald’s aims to make Convenience its differential advantage. The convenience business takes McDonald’s directly to the customer with creative, retail, merchandising and activation campaigns that resonate on a personal level. Among the more important targets for the business is the Filipino family to which McDonald’s has a long history of successful campaigns and programs, some of which were created by Leo Burnett.
McDonald’s Convenience is about understanding customers and being responsive to their needs, which incidentally is consistent with Leo Burnett’s HumanKind approach which puts people (customers) at the center of brand building efforts.
Leo Burnett is bent on putting HumanKind at work in this significant McDonald’s business. The agency is expected to create what it calls “acts, not just ads” via the convenience business so that every time a customer touches the McDonald’s brand, he/she gets the feeling of simple, easy and wholesome enjoyment, which is what McDonald’s convenience is all about.
The convenience business is believed to account half of McDonald’s total business in the next couple of years.
adobo magazine. The Word on Advertising.
