Introduction
McDonald’s is one of the world’s most famous fast-food chains, known for its iconic golden arches. Founded in 1940 by Richard and Maurice McDonald in San Bernardino, California, it began as a small drive-in restaurant. In 1955, Ray Kroc joined the company and transformed it into the global franchise it is today. McDonald’s menu features popular items like the Big Mac, Happy Meal, and French fries, catering to millions of customers daily across more than 100 countries.
The brand is renowned for its speedy service, consistency, and affordability. Over the years, McDonald’s has adapted to changing consumer preferences by introducing healthier options, expanding its coffee menu with McCafé, and implementing eco-friendly initiatives. Its success is a testament to its ability to evolve while maintaining the core elements that made it a household name.
Does it add up?
McDonald’s India (West & South), managed by Westlife Foodworld, has launched an exciting new campaign called McSavers+. This campaign, with the catchy tagline “It Doesn’t Add Up,” offers amazing snack and drink combos at prices that seem almost too good to be true.
The campaign plays on the quirky maths equation 65+49=69 to highlight the exceptional value of McSavers+. Normally, you would expect to pay Rs 114 for a Chicken Surprise Burger priced at Rs 65 and a Coke Float at Rs 49. But with McSavers+, you only pay Rs 69 for both! It’s a deal so incredible that it really “doesn’t add up.”
McSavers+ includes a variety of tasty snacks like the popular McAloo Tikki, Pizza McPuff, McEgg Burger, Regular Fries, and the new Chicken Surprise. You can pair any of these delicious snacks with a Coca-Cola drink, all for just Rs 69.
The campaign also features a fun and quirky TV commercial (TVC). It starts with two GenZ kids at a McDonald’s counter, amazed by the maths-defying deal: a Chicken Surprise Burger and a Coke Float for just Rs 69. Their confusion is humorously compared to solving a difficult maths problem that even Isaac Newton would struggle with. The scene then shifts to Newton sitting under a tree, getting hit by a Chicken Surprise Burger while enjoying a Coke Float. This funny moment is shown as his “eureka” moment, highlighting the unbelievable value.
With the tagline “Value so good, it doesn’t add up,” the TVC uses humour and historical wit to create a memorable and engaging story, especially appealing to younger customers.
What did the representatives say?
McDonald’s India (W&S) CMO Arvind R.P. said, “We are delighted to launch the McSavers+ campaign targeted at the youth. Our constant aim is to make delicious feel-good moments easy for everyone, and democratise access to delicious food, being easy on the wallet. We have ensured that every aspect of this campaign – from the enticing price points to the playful and engaging communications – has been meticulously crafted to resonate with Gen Z, a key audience for McDonald’s.
DDB Mudra Group chief creative officer Rahul Mathew said, “Value has become such an overused word and a blind spot in the retail world. We needed a new way to communicate the same to our GenZ audience. And so we decided to take them through the maths (or the lack of it) in our offers. And who better to take them through it than someone who probably scored A++++ in his maths class – Issac Newton.”
How beneficial is this marketing campaign?
The McSavers+ marketing campaign by McDonald’s India (West & South) is highly beneficial for several reasons. Firstly, it offers incredible value to customers, making it very appealing. By providing tasty snack and drink combos at a surprisingly low price of Rs 69, it attracts budget-conscious customers who love getting a great deal. This strategy can increase foot traffic to McDonald’s outlets as more people come to take advantage of the offer.
Secondly, the campaign’s clever and humorous approach makes it memorable. The quirky math equation (65+49=69) and the fun TV commercial featuring Isaac Newton create a buzz and grab attention. This kind of creative marketing sticks in people’s minds, encouraging them to talk about it with friends and family, thereby generating word-of-mouth promotion.
Moreover, by featuring popular snacks like the McAloo Tikki and the new Chicken Surprise, the campaign highlights McDonald’s diverse menu. This can entice customers to try new items they might not have considered before, potentially increasing sales of those products.
Finally, the campaign targets a younger audience with its playful and relatable content. This helps McDonald’s build a strong connection with GenZ customers, fostering brand loyalty among a key demographic that values both fun and value for money. Overall, the McSavers+ campaign effectively boosts sales, enhances brand visibility, and strengthens customer relationships.
Conclusion
The McSavers+ campaign by McDonald’s India (West & South) is a smart and effective marketing strategy that offers great value to customers. By combining popular snacks and drinks at an unbeatable price of Rs 69, it attracts budget-conscious customers looking for a good deal. The clever use of humour and creativity in the campaign, especially with the quirky maths equation and the memorable TV commercial featuring Isaac Newton, makes it stand out and stick in people’s minds.
This approach not only generates excitement and word-of-mouth promotion but also highlights McDonald’s diverse menu, encouraging customers to try new items. Additionally, the campaign effectively targets a younger audience, building a strong connection with GenZ customers who appreciate fun and value. Overall, the McSavers+ campaign boosts sales, increases brand visibility, and strengthens customer loyalty, making it a highly beneficial marketing initiative for McDonald’s.