McDonald's: 1+1 Coin menu

Fast-food brand McDonald's used the polling function in Instagram Stories to engage with young people and grow sales for its affordable 1+1=50 snacking menu in Taiwan.

Campaign details

Brand: McDonald'sLead agency: Starcom TaiwanRegion: APAC

Strategy

Objective

McDonald's introduced various of products intended to attract consumers in different need states. One of the products is the affordable and valuable snack menu called 1+1=50 AKA "the coin menu."

It was launched in 2014 and successfully increased customer base, particularly senior adults as their relatively smaller appetite and its value for money meet their needs perfectly. However, McDonald's isn't satisfied with this success, but wants to explore more growth possibility. From the product perspective, we know that the coin menu is also attractive to...

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