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FMBX News
Posted: Jun 21, 2011
McDonald's unwraps 'on the go' experience tour
McDonald’s is launching a five-week brand experience campaign, created by integrated brand activation agency The Marketing Store, to promote its new Wraps as part of the Deli Choices range. The ‘Too Tasty to Put Down Tour’ will be part of a fully integrated launch including TV, digital and in-store activity.
The tour will be McDonald’s biggest UK experiential campaign to date and is based on the theme ‘Too Tasty to Put Down’. The tour will bring this idea to life, with professional street artists showcasing their one-handed talents and daring the public to join in (juggling, basketball shots etc.). The extensive tour will visit 21 cities nationwide using two teams and will kick off with the launch event in Leicester Square, London, Wednesday 22nd June.
Wraps is the company’s biggest new permanent food launch in four years, since the introduction of the Chicken Legend, and the latest step in the evolution of the McDonald’s menu in the UK. The launch follows consumer demand for more variety, including products that are lighter, and an increasing trend for convenience and ‘on the go’ eating – especially at lunchtime. The new range, which includes the Grilled Chicken Salad Wrap and a Sweet Chilli Crispy Chicken Wrap, are freshly made with quality ingredients and packaged to be easy to eat when you’re on the move.
Supporting the new product launch will be a host of digital activities. The experiential tour will be filmed and posted on YouTube and there are also online games at www.YouTube.com/McDonaldsWraps. Menu boards and other in-store communications will provide yet more campaign support at McDonald’s restaurants.
Luffa Khnom, head of experiential at The Marketing Store said: “This is a massive launch for McDonald’s and we are delighted to be working on the Too Tasty to Put Down Tour. Experiential is crucial to achieving what retailers and brands need in an increasingly saturated market to engage their customer and really helps to give a brand a tangible personality. The tour will add value to the experience McDonald’s is giving its customers and above all launch a fantastic new tasty product”.
Alistair Macrow, vice president marketing, McDonald’s UK: “Introducing the new Wraps range is the next step in the expansion of our menu. In order to meet the changing demands and desires of our customers, over the last four years we’ve added more choice than ever before – from the lattes and cappuccinos in our Rainforest Alliance coffee range, to fruit bags with our Happy Meals, and by offering tasty new products that are easy to eat on the go, we aim to give customers another reason to consider McDonald’s as their lunchtime destination.”
