McDonald's: McDonald's to Maccas

McDonald's, the fast-food brand, increased its return on marketing in Australia.

Executive Summary

Business was humming, but our brand was not.

Our communications were the weak link in a winning team, failing to deliver strong returns.

To kickstart our brand and communications we needed to find a distinct point of view.

Speaking to Aussies we discovered Macca's was more than a nickname, it's a symbol of pride in a global brand Aussies feel like they've made their own.

So we became Macca's and not just McDonald's, taking the Macca's ethos into all our communications.

By doing this we doubled, yes DOUBLED our return on marketing spend.

1. Total Campaign Expenditure and...

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