1. McDonalds Danielle KniznikDanielle GoddardHailey RoweMeghan KennedyNayiri AbrahamianStephanie Conley

2. MAIN OBJECTIVE To reinvigorate the passion for McDonalds French fries amongstCanadian teens 3. IN THE PAST McDonalds tends to put advertising efforts for their newer products Pushing older/mature products to the back of the burner 4. TO THE PRESENT Top Competitor Highest Share of Voice Involved in Communities 5. StrengthsWeaknesses Well-knownHealthier menu items couldbe made more available to Highly inexpensiveconsumers, promote healthierchoices more Convenient Takes care of its employees (Offering scholarships and internal promotion opportunities)OpportunitiesThreatsOpportunity to expand further intoConsumers educating themselvessocial and interactive media about nutritional information, buying less fast-foodLarge amount of money to devotesolely to creative promotional activity, Trend towards buying and eatinggrabbing the publics attentionlocally grown food 6. 1. PERCEIVED PRODUCT CONSISTANCY AND PRODUCT INNOVATION Product Has Remained the Same in Taste Over the YearsLittle hasCompany HasBeen Done toMade SeveralInnovate theInnovations toProduct Classic ProductsProduct has DrasticallyChanged Original Taste 7. 2. SPEED AND PERCEIVED CUSTOMER SERVICEStaff are Friendlyand HelpfulLong WaitFood isBefore Getting Received FastServed After Order Staff are Impolite and Unapproachable 8. 3. PRICE OF PRODUCTS AND ATMOSPEHERE Low CostFamily OrientedNon Family Oriented High Cost 9. 4. RESTAURANT AMENITIES AND LOCATIONSMost to all locationshave a place for childrenand drive thru117 countries 61 countriesLarge numberLowof locationsnumber ofworldwide locationsworldwide 21 countries 20 countries 86 countries86countriesMost to all locations donot have a place forchildren or drive thru 10. MEDIA HABITS Television: Watch 5 days/wk (72.05%) Sit Coms (63.6%), News/Current Affairs (63.8%), Movies (75.5%),TARGET PROFILE Radio: Listen 5 days/wk (48.7%) Top 40 current/hits(32.89%), Modern rock/alternative rock (33.33%rap/hip hop (47.43%)Have visited a fast food Magazines: Heavy to Medium Readers (70.1%)restaurant in the past 6 DEMOGRAPHICSRead any magazine the previous day (34.56%/108) 12-18 year olds Daily Newspapers: Light readermonths Lives in Ontario (39.35%/99), QuebecNever read a daily newspaper (38.6%/107) (23.35%/103)General News section (57.4%), entertainment (39.9%) Currently in grade 10 (18.94%/105)Community Newspapers: Heavy Readers Unemployed (68.77%/99)Read any local community paper in mast month (76.9%/108) Employed Part Time(29.76%/102)Spent 15-30 minutes reading it(35.1%/113) Personal Income under $10,000(35.49%) In-Town Travel: Medium Travelers PsychographicsTravelled in town in past 4 wks(94.18%) I have someone else prepare meals(64.51%104)Public Transit: Very light Users loves cooking: males(26.05%), females (40.63%)Made no public trips in past 4 weeks(60.21%) Well informed about nutrition (32.84%,108)Mall Visits: Average Shopper Have sit down meals: males (37.33%),Females(48.13%) Have visited a mall in past 4 weeks (90.36%) Agree they should eat healthier food(53.26%/107)Direct Mail:ElectronicsExercise is an important part of their life (50.95%/107)Never look at direct mail coupons (31.47%)Own a digital camera(49.63%107) Internet: Heavy UsersHave 3-4 TV sets at home (35.05%/109) Accessed yesterday (78.27%)Own a cell phone (52.72%/110)Have played a video game in past 30-camera(36.32%) gamesdays(62.65%/105), have played 7+ times(30.93%)in last week (14.1%/106)-e-mail (20.46%) text (42.39%)Use a computer daily (59.72%/105)-web browsing(29.52%)DAY IN THE LIFE:TIME ACTIVITYMEDIA OPPORTUNITIESDISTRACTIONS7:00am awake, shower, brushRadio, TV, Newspaper pack bag, find shoes8:30 start schoolInternet, Radio, W-O-M class, work, projects, tests11.00lunch Outdoor, Magazines, Radiofriends, homework2:30 done school, basketball Internet, Radio gather belongings, practice/ game5:30 home/homework, TV, Outdoor, Radio, TV, Direct MailFamily chatter/homework,7:00 dinnerOutdoor, Cinema family chatter9:30 video games TV, Magazines, InternetSettle family, school trip tomorrow!, talk10:30Bedtime, bathe, brush Magazines, TVCatch some ZZZsAUTOBIOGRAPHY: My name is Tom. I am a 15 year old boy. I am currently attending grade 10 and hope to get my first job this summer. I live with myparents and younger sister. I have basketball practice 3 days a week after school and usually babysit my sister until my parents get home from work. Rightnow my parents are giving me a little bit of money for babysitting. I have a pretty hard time balancing my life. The only time I ever see my friends is at lunchand extra curricular activities. 11. POSITIONING The place everyone knows A place the brings people together The ultimate snack destination for teens 12. TARGETING Males/Females 12-18 Quebec and Ontario Create brand loyalty at a young age 13. CLIENT: McdonaldsCAMPAIGN: Fry Appreciation 2011 MEDIAJuneJuly AugSeptOct Nov #/#/ Reach/Total% alloc. wk beginning Mon. 306 13 20 27 4 11 18 25 1 8 15 22 295 12 19 26 3 10 17 24 31 7 14 21 28GRPsWks FrequencyCost $(000)TELEVISION, :30s (GRPs/wk)National English & French100 100 50100 100 505006 80% /6.3$ 1,468,669.0049.05%Radio; :15s5050 50 50 5050300 675% /4 $220,342.507.36%Outdoor-Horizontal Posters465.7%/16.3 $691,490.00 23.09%Vancouver76 Daily GRPs471% /27.9$163,080.00Calgary51 Daily GRPs 470.3% /14.8 $45,570.00Toronto50 Daily GRPs 472.2% /10$250,160.00Montreal 76 Daily GRPs454.5% /19.2 $ 218,400.00Halifax51 Daily GRPs476.3% /15.7 $14,280.00Outdoor-Transit Shelters462.2%/13.4 $329,685.00 11.01%Vancouver 50 Daily GRPs 462.2% /21.4 $71,600.00Calgary 50 Daily GRPs 475.3% /13.9 $37,540.00Toronto 50 Daily GRPs 472.2% /10$148,325.00Montreal50 Daily GRPs 439.2% /8.8 $ 63,220.00Halifax 50 Daily GRPs 476.3% /15.7 $ 9,000.00Outdoor-Projection2 $ 16,100.000.54% #of truck/dayOutdoor- Fry truck332 days$ 18,000.000.60%Scanlife barcodes 6 $ 24.000.00%Internetyoutube.com 6 $ -facebook.com6 $250,000.008.35%McDonalds Website 6 $ -6 Total $ $ 2,994,310.50 100% 14. CREATIVE BRIEF Key Problem Objectives Unique Selling Point Tone and Manner Campaign platform Mandatories 15. THE BIG IDEA Fry AppreciationFrydays How do you eat your fries? 16. Sending the BIG MessageMobile/ Sales Promotion 17. Geurrilla Marketing 18. Sending the BIG MessageUsing Traditional Media TV How do you eat? A personal approach Radio Celebrate your fries! 19. OOH Transit 20. SENDING THE BIG MESSAGE Using Non-Traditional Media Projection Screens 21. SENDING THE BIG MESSAGEUsing Social Media Facebook 22. YouTube 23. PRODUCTIONTV 2 x 30 sec$422,000Radio1 x 15 sec$9,500OOH301 Billboards, 196 $114,568(Billboards/Transit) TransitMobile 6 Promotions$18,100Projection Screen1 $805GameGuerilla Fry truck/ Street Uniform TeamFacebook Tab on McDonalds0 pageYouTubeChannel 0TOTAL$564,973 24. QUESTIONS? HUNGRY?Thank You