Montreal, December 16, 2016 – McDonald’s Canada recently unveiled the second phase of its #dadication campaign, developed in creative conjunction with agency partners Cossette, Weber Shandwick, OMD, Tribal and Étienne Boulay.
To strengthen its connection with Quebec parents, McDonald’s launched a campaign targeting mothers but featuring fathers. Inspired by the evolving role dads play within the family unit, McDonald’s is honouring the modern-day dad and his #dadication to making family members happy in sometimes less-than-perfect situations.
“McDonald’s has always been close to Quebec families and wants to continue positioning itself as a smart choice,” said Carl Pichette, Senior Marketing Manager for Eastern Canada at McDonald’s Canada. “Like us, dedicated dads are always on a mission to discover new opportunities combining quality and family fun, and they know McDonald’s provides the carefree environment and sensible food options they’re looking for, like the Happy Meal.”
“With his blog Ma Famille Mon Chaos, where he shares thoughts on his family and daily life while offering tips on fatherhood, Étienne Boulay is the perfect ambassador of the #dadication movement,” noted Cossette’s Chief Creative Officer, Antoine Bécotte. “This campaign is an ideal opportunity for McDonald’s to spark discussions around, and an emotional connection to, the role of a dedicated dad.”
The first #dadication online video featuring Étienne Boulay was launched on November 21, and invited Quebec fathers to be part of the story. Since then, many fellow fathers have been enthusiastically answering the call, on the “Ma Famille Mon Chaos” Facebook page as well as on Twitter and Instagram, to share their own tips and tricks using the hashtag #paparfait (the French version of #dadication).
The campaign will be supported by a media tour including radio and television appearances by Étienne, as well as by blog articles about family life and three promotional videos available online until December 25th.
Agencies: Cossette, OMD, Weber Shandwick, Tribal
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