The Situation

For nearly a decade we have helped the world’s largest QSR chain tackle a multitude of challenges. In this instance, we helped launch McCafe to rescue a shaky McDonald’s breakfast business post-recession with a Hispanic audience hit hard by the economic woes and job losses.

The Solution

The insight was that Hispanic mothers and fathers were switching traditional gender roles as more Dads faced with construction job losses stayed home to raise the kids while Mom went to work. We came up with the aspirational idea that McDonald’s breakfast helps you rise and shine, fueling your morning route, your performance at work, school, on the field and in life..



“Rise and Shine”
Helping a burger giant get its mojo back.


Research, Strategy, Broadcast, Radio

“Rise and Shine” (1:00 Local Spot)

Case Study Video

The Results

• Telly Award Winner
• Best Hispanic Marketing Plan in the Nation by McDonalds Corporation
• #1 in cash flow growth in the U.S.


“Robertson+Partners has been our creative agency for the past nine years. Our association of over 100 McDonald’s restaurants has seen a great deal of success from our partnership here in So. Nevada. I’ve served for over half of those years as president of our association, and I’ve had the chance to work very closely with this agency. They are incredibly creative and they painstakingly sweat the details. R+P leads us with solid strategic thinking and then ensures the key messages reach our consumers with the strength of their media team. They continually go above and beyond to service our account, and they have produced work for us that has been awarded top honors. They are a team of very professional and caring people that always bring their best thinking and business practices to our brand. You’d be lucky to have this talented team by your side.”

– James Vance, President Greater Las Vegas Owner Operators Association

“Robertson+Partners won us over with their Creativity and have helped us build profitable year over year sales for our business. They are a fun-loving, tenacious bunch that will help you to realize your goals!”

– Todd McMillan

“Outstanding organization — creative and fun to work with. Highly recommended!”

– Tony Broadbent

“I have had the opportunity to work with Scott Robertson and his amazing team of very talented people for the past 6 years as a McDonald’s Owner/Operator. I have seen our Las Vegas Market lead the US for sales and customer counts thanks to the effective and efficient marking/advertising plans that Robertson+Partners created in collaboration with myself and the other Owner/Operators. In my opinion, they have set the bar very high for future advertising companies. They are creative, organized and just a great, great group of people to work with.”

– Kellie Vander Veur

“This agency is absolutely top-notch. We have worked with them in the past and have had a fantastic partnership. They are led by one of the most creative, charismatic, energetic, professional and ethical people in the industry. All employees within the organization are high-caliber employees that are dedicated to satisfying their clients. This agency is committed to excellence.”

– Michael Issel

“Robertson+Partners is a first class agency. For a number of years they were instrumental in growing our business. Highly recommend & best in class!”

– Michael Kiel

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