Summary
Marketing challenge: Develop a local McDonald's breakfast campaign for four diverse regional territories (Co-ops) by uncovering hyperlocal consumer insights, while living under a national positioning of "making the morning routine a little bit better".
Methodology: DevelopedFABRIC (Food And Beverage Regional Information Channel), a comprehensive research tool consisting of syndicated, public, social and digital ZIP code level data, paired with a mobile panel that was geo-fenced/time-fenced to reach morning breakfast McDonald's consumers.
Insights:Using FABRIC, we uncovered, shared and disseminated distinct insights into key drivers of breakfast by Co-op and for Hispanic consumers, resulting in a brief tailored...