Over the weekend, many McDonald's fans were hit the news of the brand's temporary closure of its outlets in Singapore until 4 May 2020. The move came as several of its employees fell victim to the COVID-19 infected and was taken following an advisory by the Ministry of Health to suspend restaurant operations, including McDelivery and Drive-Thru, until 4 May.
The fast food chain's spokesperson told Marketing that despite suspended operations, McDonald's will continue to pay salaries to those employees scheduled to work during these two weeks but whose roles have now been disrupted. During this period, McDonald's Singapore said that it will halting its marketing promotional activities on hold.
In a surprise and heartwarming move, competitor Pizza Hut stepped up to show its solidarity with McDonald's with a touching post:
Done by Pizza Hut's social agency FALCON, the social post showed support to "everyone and its friends at McD". The post has garnered over 268 positive reactions, with netizens respecting the move by Pizza Hut.
Meanwhile, local agency Goodstuph also created its own rendition of the iconic golden arches with a post stating "Till we meet again, McDonald's" which won praise from netizens. The post played up the flattening of the curve.
Marketing's Content 360 conference is going virtual, and will bring together industry leaders to discuss challenges and share insights on future content marketing trends, as well as successful strategies to help tackle the complex marketing landscape. Sign up here!
Which was your favourite?
Meanwhile over the years, the brand has created several campaigns that caught our attention. To add some cheer, and spread some love, we at Marketing have put together the three campaigns in 2019 we liked by McDonald’s that kept us going back for more.
With Ramadan just around the corner, anticipation for McD's 2020 Ramadan campaign is sure high. Last year, the fast food giant had us tuned in to its campaign around the theme of "superhero" mothers. Titled, "My Ibu, My Hero", the campaign celebrated the spirit of Ramadan - a time of appreciation, thankfulness and bonding. Tying the ad with the upcoming Mother's Day occasion, the spot recognised "superhero" mothers who during the Ramadan season, take the "extra effort" to prepare and provide for their families.
The YouTube video chronicled a mother returning home from work and preparing the pre-dawn meal for her children. The mother shows tiredness from work and accidentally cutting herself from rushing through the meal preparations. Her kid sees this from young and once he is grown, delivers McDonald's for the family to dine while the mother can take rest from tirelessly serving her children for years.
What better way to work-from-home and continue staying home than rocking in a McDonald's loungewear. That's right, we at Marketing loved (and ordered) the loungewear set. And yes, we waiting months to receive it too. Worth it you ask? Definitely.
McDonald's Singapore rolled out its limited-edition McDelivery Night In loungewear collection in October 2019, and aimed at making nights in with family and friends more fun and convenient for consumers. Minutes after the launch of the loungewear set, McDonald's Singapore's site and app almost instantly crashed (no surprise there I guess?).
Celebrating its 40th anniversary since the opening of its first location at Liat Towers in 1979, McDonald's launched a campaign titled 'Come home to McDonald's', which reflects on four decades of creating memories in Singapore. The spot captured moments such as ordering a McD meal while stuck in the hospital, before a performance, and even before getting married. A group of men serving National Service also played a part in the video, something every Singaporean can resonate with. "When you've known a place for 40 years, you call that place home," the video concluded.
We'll miss you, but this is not a goodbye.