MUMBAI: Winning a Cannes Lions is every brands and agency’s ultimate vision. And, for McDonald’s it has been a common phenomenon.

Since 1979, it has won 77 Lions and this year, it has been made the Marketer of the Year by Cannes Lions International Festival of Creativity.

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The award is presented to ‘brands that have distinguished themselves by inspiring innovative marketing of their products worldwide across multiple platforms and who embrace and encourage creativity in their brand communications produced by their agencies’.

Lions Festivals CEO Philip Thomas said, “McDonald’s consistently places creativity at the heart of its advertising and communications, and that has resulted in the brand receiving many Lions at the Cannes Festival. McDonald’s and its agencies have taken creative risks to produce meaningful work, and they see award-winning content earning higher returns – a success story that will, we hope, inspire other brands. We look forward to congratulating the team from McDonald’s by presenting this very important Creative Marketer of the Year Award in Cannes.”

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The award will be presented to McDonald’s on 21 June in the Palais des Festivals, Cannes, France.

McDonald’s senior executive vice president and global chief brand officer Steve Easterbrook says, “McDonald’s is honoured to be named Creative Marketer of the Year. This award recognises the enduring and inspiring relationships we have with our agencies around the world. It’s a nod to our creative heritage and the power of the brand to connect with customers around the world with a local accent. Our restless energy moves us to uncover new ideas, and pursue excellence in insight, positioning, idea and craft. The honour of winning Creative Marketer of the Year at Cannes Lions recognises the hard work of many people throughout the McDonald’s system.”

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Last year, the award was presented to Coca-Cola.

MUMBAI: Global food service retailer McDonald’s Indian franchisee has launched its latest ad campaign, created by Leo Burnett, to highlight the freshness of its new product – McEgg.

To give McDonald’s the momentum and boost that was required before the product launch, the burger retailer launched a series of teasers around ‘the Bad Egg Jokes’ which were populated on social media platforms like Facebook and online video platform YouTube. This was followed by the introduction of the Eggies!, an app contest on Facebook which was another way of connecting with customers.

The McEgg Burger advertisements were then released on all the major television networks in the country as well as radio channels. The ad brings out the freshness of a new variety in the segment of eggs.

The commercial starts with an introduction of the new product and shows the young Indian generation consuming the product by enjoying its nutritive value and purity. The sound associated with an egg (‘pakaak’) is played in the background with the intent of communicating the ‘freshness’ and ‘quality’ of the products used.

The campaign will run across the country on a variety of media including television, radio, social media and OOH from August.

The TVC will be supported by other media as the month wears on with the OOH leg of the campaign forming the next phase.

Hardcastle Restaurants Pvt. Ltd (the company that spearheads McDonald‘s operations in West and South India) senior director marketing Rameet Arora said, “We have come up with a campaign that embodies the fun and freshness of eggs to extend our I’m Lovin It’ experience to our customers. We at McDonald’s aim to be our customer’s first choice and we are taking brand McDonald’s to the next level by providing our customers with products and campaigns that are new fresh, exciting and innovative. To the value seekers, the McEgg Burger will assure plenty of protein content at an appealing price point and at the same time it will help McDonald’s deliver the brand promise of good products at great prices.”

MUMBAI: Quick service restaurant, McDonald’s, has launched a new range of ‘SpongeBob SquarePants Happy Meal’ in association with Viacom 18-owned kids channel Nick.

The Happy Meal with SpongeBob SquarePants will be available at every McDonald’s outlet across the country till 26 April. The SpongeBob toys are chosen keeping in mind what every kid aspires to become in life. The Happy Meal toys have Nick’s favourite character in eight different avatars.

Viacom 18 Media SVP Consumer Products & Communications Sandeep Dahiya said, “This is the second time we’ve tied up with McDonald’s to launch the Happy Meal with Nickelodeon’s iconic SpongeBob SquarePants. We’re excited to partner with McDonald’s once again to delight our young consumers with a fantastic array of the new Happy Meal SpongeBob toys.”

The tie-up will also see several promotional activities across multiple cities.

McDonald’s India Senior Director Marketing, Hardcastle Restaurants Rameet Arora said, “At McDonald’s we provide all our customers with exciting meal options. We are happy to announce our association with Nickelodeon for the launch of our young patron’s favorite Happy Meal. SpongeBob is an iconic character that is a craze amongst children today. We hope that kids everywhere will enjoy this endeavor undertaken by McDonald’s to extend the ‘I m lovin it’ experience.”

MUMBAI: Global fast food chain McDonald’s has chalked out a two-month ‘Shrek Festival’ for kids in India to promote DreamWorks Animation‘s upcoming movie, Shrek The Third.

The food retailer, which has over 30,000 local restaurants in 118 countries, is investing approximately Rs 20 million to promote the festival in Indian sub continent.
 
The Shrek Festival, which coincides with the summer holidays, aims to give a boost to both McDonald’s as well as the yet-to-release movie in equal measure.

Says McDonald‘s India – South & West director marketing Arvind Singhal, “This is one of our biggest marketing campaigns. We will be spending over Rs 20 million for this two month co-branded activity.”

“We have already rolled out our TV campaign. The TVCs are on kids channels and very soon radio, print and internet promotions will also be out,” he adds. 
 
Shrek Fest will see McDonald’s putting its best foot forward in terms of in-store promotion with prominent visuals displays of the film being placed in almost all its outlets across the nation. It has also launched some new variants that include a ‘Shrek Meal‘ and ‘Shrek desserts‘.

The company is also planning to partner with some key multiplexes where Shrek will be released. 
 
Meanwhile, McDonald’s ‘Golden Arches‘ are going green worldwide to promote Shrek The Third. It has launched high-tech Shrek Happy Meal toys, created in eight languages, and an innovative Shrek-based online community, dedicated to kids.