We developed a series of ‘Brand Books’ to door drop to 21 million homes (86% UK population).Creatively they tell stories of McDonald’s food. For example using real McDonald’s farmers to communicate the provenance and quality of the ingredients and how McDonald’s prepare it.

The stories talked to consumers in a disarmingly honest, warm & friendly way. They delivered genuinely interesting facts about the food, the brand and the staff.In addition each brand book included up to £23 worth of savings, inviting customers to revisit a McDonald’s restaurant whilst communicating the changes they are making as a brand.

Brand Book has been an outstanding success for McDonald’s, each brand book building on the success of its predecessors.

The results are quantitative† each book delivering upto:+5.6% incremental sales +4.3% incremental footfall 15.6 million coupons redeemed (books III & IV) † McDonald’s Business Strategy & IntelligenceAnd qualitative*Up to 64% remembered seeing it 77% said they had read it (79% kept it) 80% thought it was a good way to communicate the changes* Zinkin Hall Test research This continued and consistent success has led to a certain future for more Brand Books at McDonald’s, the story continues…