McDonald’s
Strategy.
Making McDonald’s Relevant to Families (late 80s alert!)
Problem: How to increase McDonald’s frequency of use amongst families?
Solution: “McDonald’s Makes Your Day” for adults, and a dedicated campaign for kids.
My role: I was a Junior Planner, working for the legendary Head of Planning Jackie Dickens at Leo Burnett. She put me “in charge” of the kids’ campaign (while keeping a watchful eye).
RESPONSIBILITIES: CREATIVE BRIEFS, CREATIVE DEVELOPMENT RESEARCH, STRATEGIC DEVELOPMENT.
McDonald's First Day. Click image to view ad.
McDonald's Bad Day. Click image to view ad.
McDonald's Kids - Moon. Click image to view ad.
McDonald's Kids - Cut and Run. Click image to view ad.