We knew we had a unique offering in the market, one that set us apart from competitors. However talking about product in isolation wouldn’t drive emotional appeal.

To find out emotional space we needed to unlock the connection between our food and our customers.

Our brand platform is rooted in a powerful emotional driver - craveability.

When it comes to deciding what to eat, we’re overwhelmed by thousands of choices. But of all those choices, nothing shares the same unique taste and experience McDonald’s products provide.

There’s nothing else that satisfies that craving, nothing else that brings back all those memories, nothing else that enables all of those little rituals.

Quite simply..

There’s nothing quite like a McDelivery

The brief was simple. Celebrate our iconic brand status in the delivery context and drive a new wave of brand love amongst our customers.

We brought McDelivery back into people’s heads and hearts - awareness of McDelivery increased by 3ppts YOY (71% R3M March’23 vs 74% R3M March’24) and brand closeness rose to 54%.

Beyond that, our new HOT tracker score ‘delivery brand I love’ increased by 3 ppts over the year (27% in Q1 23 to 30% in Q1 24) whilst we doubled our lead over second placed Domino's from 2ppt to 4ppts (27% vs 25% in Q1 23 to 30% vs 26% in Q1 24).

The campaign drove an increase of 3.8% McDelivery Sales vs Projection.