McDonald’s has unveiled a marketing campaign with Leo Burnett Singapore, which it recently partnered, to launch the McGriddles. The seasonal breakfast item was requested by customers since its removal from the menu. In a statement to Marketing, a McDonald’s spokesperson said that the integrated campaign will be marketed via ATL, OOH, in-store, digital and social platforms and executions.
As a teaser, McDonald’s dropped only 100 McGriddles with egg at its SpringLeaf Tower McDonald’s outlet, allowing patrons to purchase the sausage McGriddles with egg meal. As part of the campaign launch, the McGriddles meal comes with limited edition merchandise which includes an exclusive hoodie inspired by the McGriddles in an iconic red box. According to McDonald’s, fans queued overnight, awaiting its official release at 10am.
Agatha Yap, senior director, marketing and digital innovation of McDonald’s Singapore said that the campaign was intended to awaken that longing for a delicious and hearty start to each day, with a personality that can only be the McGriddles.
“We are aware of our customers’ deep love for McGriddles, a unique savoury-sweet breakfast experience that never fails to spark conversation and delight each time we bring the product back,” she added.
Adrian Yeap, creative director of Leo Burnett Singapore said that the idea was simple and that the team took a cue from how street brands launched its products. “We simply turned a limited time offer into a limited edition breakfast, and sprinkled a generous amount of hype on it,” he added.
Early this year, McDonald’s launched a year-long campaign to celebrate its 40th anniversary since the restaurant chain opened its first location at Liat Towers in 1979. With over 130 restaurants across the country, the campaign titled ‘Come home to McDonald’s’, reflects on four decades of creating memories in Singapore. The campaign is centred around a 60-second spot featured on FTA, cable, cinema and digital platforms. Launched on 1 January, the film is supported in print with other activation planned throughout the year.