McDonald’s has made use of its mascot Ronald in a different way and mentions the ‘S’ word in this new campaign as part of its strategy for its new Deli Choices range.
Using a vox pops with people in the street, the new TVCs aim to show consumers reaction to the new sandwich range and how surprised they are to learn that they come from McDonald’s.
McDonald’s Australia VP marketing and advertising, Dion Workman, said the fast food marketer knew “that people who try Deli Choice rolls love them and want to buy them again”.
The ad shows people trying the sandwiches and records their comments. When asked where they think they are from one woman mentions one of McDonald’s key competitors in the category, Subway. They are surprised when the familiar character of Ronald McDonald appears from behind them to clarify where they can get them.
Credits: Agency DDB, creative director Richard Selbourne, writer Pete Ogden, director Jeff Jafers, production house Sprowles, producer Lynda Hanbury, agency producer Sean Ascroft.
