McDonald's: 21 years of acting like a retailer and thinking like a brand - IPA Effectiveness Awards Case Study 1996

Brief Description: Case study covers development of McDonald's 21 year old UK business and its advertising at each stage of the development. Commitment to advertising seen to be crucial. During 1980's recession and competition was countered by McDonalds making an emotional connection with its consumers. When late 1980's recession hit eating out the brand continued to advertise re-directing it to short term sales building and succeeded in holding level sales while competitors were suffering losses. In early 1990's a brand audit reviewed all aspects including advertising; brand strengths were value, service, quality but weakness seen to be in emotional link to customer. Resulting 1992 campaign was a huge success and a 1995 brand audit showed McDonald's had become an 'icon' brand and re-established a close connections with its customers. Generally TV but national press and posters also used ;---(TAGS)--- Full Title: McDonald's: '21 years of acting like a retailer and thinking like a brand.' ; Number: 1996/310 ; Brand Name: McDonald's ; Client: McDonalds ; IPA_ProductCoding: Entertainment & Leisure (Restaurants/cafes inc. takeaway outlets, coffee shops) ; Agency: Leo Burnett ; Author: David Kisilevsky, Rich Houghton-Larsen ;