All-Day Breakfast

Semester-long class project, conceptualized a full two months prior to the company announcing the same campaign. 
CLIENT
McDonald's
ROLE
Account Executive
+ Strategic Concept
+ Research/Analyses
+ Radio & Television Scripts
+ Illustration

Mission

Lead a team of five to develop a strategy to breathe new life into a company with rapidly tanking sales, supported by a complete advertising campaign.

Requirements

  • Effective and exclusive concept difficult for competition to replicate
  • Media campaign
  • promotional campaign
  • Social media campaign

Strategic Concept

Capitalize on McDonald's' leadership in the fast food breakfast segment by offering breakfast items all day.

The Slogan

"Nothing comes before breakfast at McDonald's" 

Background

McDonald's is the second-largest fast food chain in the world and the world's largest hamburger chain. Beginning in 2011, its performance dropped precipitously by every measurement until 2014, when it experienced its first negative sales in 30 years.
In 2014 alone, customer traffic had declined 4.1%.

As of the beginning of 2015, McDonald's held 21.7% market share in the fast food industry. Its customers are loyal, visiting on average more than twice a month. McDonald's dominates the fast food breakfast segment (31%). Breakfast sales account for 24% of daytime sales.

Situational Analysis, Targeting Strategy, and Objectives

(23 slides)

Creative- Television
(23 slides)

Creative- Radio, Billboard, Mass Transit
(16 slides)

Media
(27 slides)

Social Media
(14 slides)