EACH WEEK, I MAKE THE MOST OF MY DAILY COMMUTE AND GIVE MY TAKE ON SOME OF THE ADVERTISING ON LONDON UNDERGROUND. SOME OF IT'S DECENT, SOME OF IT'S CRAP. THIS WEEK... MCDONALD'S.
The original McDonalds tube ad.
This week on MTCG, we look at that little-known burger restaurant, McDonald's, and their recent marketing campaign advertising their two new Big Mac-type burgers, which have been released to celebrate the Big Mac's 50th anniversary.
From a fast-food marketing point of view, the names of these burgers - the Mac Jr. and the Grand Big Mac - seem to fall short somewhat. The Mac Jr. sounds very much like the Whopper Jr., while the Grand Big Mac seems to have missed out on the fun of being called the Bigger Mac.
When it comes to the copy on the ad - less seems to be more. McDonald's is, after all, one of the world's biggest chains, so there is no pressing need to sell the brand. The ad says simply "One Big Mac. Two new sizes." This is a little confusing as there are three Big Mac burgers shown, albeit called something slightly different.
In my reworked ad, I've kept the numbering approach used in the original ad, but rejigged it slightly. I've stated that there are three Big Macs, two new sizes, and one great taste. The addition of the 'one great taste' line reiterates that these two new burgers are simply different sized Big Macs, and that people will still get the same Big Mac taste.
My re-worked McDonald's ad