McDonald's has always been about a sense of connection. It is a brand that we all know and have in common. Being open for all and always nearby, it is a place that we can easily share. Which is exactly what we were craving this summer. After two summers full of lockdown restrictions, we finally could celebrate summer together again. Even more than visiting new places, we were longing to meet people, spend time together enjoying that uncomplicated feeling that summer is all about. And as a brand where everyone feels welcome, with products like french fries that are shareable by nature, McDonald‘s embraced that need to connect and feel close to others this summer. The Summer is for Sharing.

The brand film is the story of 17-year-old Eloise from England. After extensive casting in different countries with deaf and hearing impaired actresses, she stood out for her authenticity. She had the perfect mix of innocence and vulnerability in combination with strength and zest for life. It was therefore a very conscious choice to tell the story from her point of view, from her strength. Eloise's role was bigger than just an actress. As an expert, she helped us make the right choices.

Awareness:

Campaign recognition: 68% (12%-points > McDonald’s benchmark)

Beyond Ad Awareness (+8%-points), the cultural effects around inclusivity drove conversation, triggering Brand Buzz (+50%). 69% of everyone aware of the campaign reported Word-of-Mouth exposure.

TOMA: +9.3%

Spontaneous Brand Awareness +6.3%

Perception:

Improved Perception on relevant statements:

Brand I feel connected with (26%, up from 23%)

Brand that makes everyday life a little more fun (35%, up from 32%)

Brand that helps you celebrate summer together (31%, up from 27%)

The campaign not just made more people consider the brand (+14%), it made them advocate for McDonald’s, driving Brand Recommendation to double its score to 24%.

Behaviour:

All indicators developed very positively.

Brand Consideration: +14%

Brand Preference: +8.3%

Visit intention: +5%

Market Share:

As a result of this summer campaign, McDonald’s QSR Market Share in the Netherlands grew double digit to over 60%.

QSR Market Share: +12.9% (august ‘22 vs august ‘21)