McDonald's: Being a Mum

QSR brand McDonald’s targeted single dads with an online Mother’s Day campaign to drive brand equity and affinity to boost sales in Lebanon.

Campaign details

Brand: McDonald'sBrand owner: McDonald'sLead agencies: FP7 McCann Beirut, FP7 McCann DubaiCountry: LebanonIndustries: Restaurants & takeawaysMedia channels: Content marketing, Email marketing, Online video, Point-of-purchase, in-store, Sales promotion, Search marketing, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

What does it mean to be a mother? That's the question McDonald's raised on Mother's Day in Lebanon, celebrating the feeling of being a mum by focusing on a segment that exists, but is never discussed.

For the first time in the Middle East, a brand spoke...

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