Rise and Shine

McDonald's

Helping a burger giant get its mojo back.

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.

The Work

Research | Strategy | Broadcast | Radio |

RISE AND SHINE

The Results

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

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