McDonald's France, it’s more than 1,500 restaurants and 2 million meals a day. It is also a popular brand, loved for its accessibility: 50% of its customers belong to the middle and modest classes.

But inflation, which strongly affects France with a forecast increase of 15% in 2023, has a strong impact on the brand: raw material costs, margins and ultimately prices.

The situation is all the more difficult for McDonald's because it has not communicated on low prices for years.

Thus, we observe a growing discontent among customers, and particularly among those first affected by the economic situation: young people & families.

It was high time to act. But how to do it effectively when everyone, from large retailers to classic restaurants, communicates about their low prices?

It's a saga of 3 movies for the new ‘little’ price formulas at McDonald's.

Except that in France, when we say "little" it's not really to announce something pleasant.

But rather to minimize a problem, or an anxiety.

In these 3 short films, our protagonists are confronted with lil' bank problems, lil' water leaks and lil' problems of authority... which are not so little as that...

Fortunately, at Mcdonald's, with the new low-price offers, there are lil' pleasures that truly are what they seem.

The campaign drew attention to the targeted 15-49 yo customers:

- 16 million reach and 176 million impressions on TV

- 7,6 million reach and 46,3 million impressions on video online (OLV)

Online Video (OLV):

The paid views for the 15 s versions beat benchmark on most points.

For instance, the completion rate was 87% (benchmark 75%).

The campaign also generated many positive press articles about the campaign in France and abroad: Shots, The Stable, Ads of the World, LBB Online, Adstasher, CB News, Stratégies, TopCom, etc.

The campaign not only got very positive feedbacks:

- it had great impact on consumers and drove brand attention: memory encoding index of 123 (benchmark: 85 to 115).

- It drove tangible business results. McDonald’s saw an immediate impact in sales in an overall decreasing market. (confidential data)