McDonald's Canada highlights everyday valuable moments with a new Value platform
6/15/2023
Work
by
Cossette
McDonald’s has always been the go-to destination for craveable food at an affordable price. Where a Happy Meal dinner-date conversation can forge a bond for life. Where a cab ride through the drive-thru makes any night more memorable. Or where lifelong friendships grow stronger over weekly breakfast debriefs.
This is why McDonald’s Canada has launched a creative platform for Value and Affordability, highlighting times when simple moments of joys are kept within reach. If the things that mean the most don’t need to cost the most, then the things that taste the best don’t either. And McDonald’s is where a little goes a long way, adding a bit of magic to little everyday moments.
It’s easy to go straight to dollars and cents when you want to communicate value. But we realized that McDonald’s affordability also brings intangible value to the table. Almost everyone has a story where McDonald’s was the backdrop to a rite of passage, family bonding moment or late-life breakfast ritual. These ownable truths turned a promotional message into an emotional one.
Leilah Ambrose, Group Creative Director at Cossette
In partnership with Cossette, McDonald’s Canada leveraged a combination of television, OLV, paid social and display banners to remind Canadians that despite the current economic pressures, McDonald’s value-priced meals play a supporting role in their most valuable moments.
Credits
Advertising Brand: McDonald’s Canada
VP, CMO: Alyssa Buetikofer
Director, Brand Strategy & Content: Rebecca Smart
Senior Manager, Value Strategy: Jennifer Edward
Senior Manager, Field Marketing: Melissa Hains
Manager, Social & Brand: Fatma Othman
Manager, Quebec & National Campaigns: Suzanne Grondin
Marketing Consultant: Caitlin Murphy
Specialist, Social: Nezariel Scott
Creative Agency : Cossette
Chief Creative Officer: Sabaa Quao
Executive Creative Director: Jason Hill
Group Creative Director: Leilah Ambrose
Senior Copywriter: Michael Mehrasa
Senior Art Director: Will Cuthbert
Copywriter, French: Cédric Audet
Designer: Uche Obi
Producer: Sharon Langlotz
Producer, Social: Oyin Olalekan
Producer, Social: Scott Savoy
Editor, Social: Sam Perrin
VP, Strategy: Daniel Cameron
Strategy Director: Nicole Stanhope
Strategist: Nadia Marakov
VP, Managing Director: Bryden McDonald
Group Business Director: Terence Jou, Danielle Shedletzky
Business Director: Andy Bugelli
Senior Product Owner: Maria-Laura Laubenthal
Account Executive: Santana Symeonides
Product Advisor: Catherine Benda
Media Agency: OMD Canada
Media Group Director: Logan Lindsay
Media Associate Director: Dustin Wilson
Media Sr. Strategist: Jenny Kim
Media Strategist: Leah Luzano
Production House: Feels Like Home
Directors: That Jam
DP: Mat Barkley
Line Producer: Adam McCloy
Executive Producer/President: Marni Luftspring-Belavin
Offline: Saints Editorial
Editor: Ross Birchall
Assistant Editor: Phoebe Lorimer
Executive Producer: Mackenzie Goodwin
Online/Transfer: Vanity
Colourist: Andrew Exworth
Online Flame artist: Kaelem Cahill
Executive Producer/Managing Director: Stephanie Pennington
Junior Producer: Valentina Garcia Salazar
Audio House: Grayson Music
Music/Voice Director: Tyson Kuteyi
Voice Director: Ali Willa Milner
Senior Producer: Sharon Yokoyama
Engineer: Eric Hulme