GREAT TASTES OF AMERICA - CASE STUDY

THE PRODUCT
'Great Tastes of America', is a limited time promotion that returns annually at McDonald’s to encourage people to trade up from their regular favourites on the menu. The focus on communications is to drive excitement and urgency, encouraging people to come in and try the American themed burgers whilst they’re on the menu.

BACKGROUND
McDonald’s and its particular variety of burgers — straight-forward, classic flavours — had been a British staple for so long now, that they’re divorced from their American roots. Whilst McDonald's stood still, modern and more trendy burger outlets emerged, redefining what a burger must be for it to qualify as ‘American’. 

THE AUDIENCE
We were talking to young adults, (18-34yo) that come to McDonald's every other week. They're the Double cheeseburger or a Quarter Pounder habitués who often fancy something a little different and more exciting from the usual. They were quite sceptical about the idea of McDonald's having 'proper American' burgers, but we couldn't blame them; places like Five Guys and Shake Shack were what customers thought American burgers should be: Big patties, ingredients spilling out of the bun and very satisfying.

THE STRATEGY
It was crucial then to prove them wrong and demonstrate that McDonald's does authentic American burgers that are big, tasty and a bit wild. We needed a campaign that celebrated not only the return of these American burgers but also highlighted the authenticity of each build’s distinctive ingredients.

We decided we would give McDonald’s customers an easy way to get a full on taste of America. However, the question was, how to do this? 
Well, we realised Americans are bolder, they're louder, they're flashier. Just like McDonald’s 'Great Tastes of America' burgers. So what better way to encourage our customers to trade up from their regular orders than by inviting them to indulge in a flashier, enhanced version of their regular McDonald’s experience?

BIG IDEA
Hence our determination to ‘Go all out’, like our cousins from across the pond. 

CAMPAIGN
The campaign, comprising TV, radio, social, print and DOOH, showed how just craving the 'Great Tastes of America' range could transform Brits into their American alter egos. 

RESULTS
In terms of impact, 'Great Tastes of America' campaign drove the most robust performance of the promotion’s eleven-year history, exceeding all sales projections and an ROI of 4£. 

The success was such that this year we've kept the same platform idea and write more executions of the same essential construct. Even quirkier and more unashamedly American.