McDONALD'S CAMPAIGNS

Novelli researched buyer behaviour to understand what GWP mechanism to propose. We knew that the start of summer is good news at McDonald’s. As people venture outdoors, eating on the run becomes more common place, and quick service retail thrives from an increase in foot traffic. We knew that the McDonald’s Family Share Boxes were, from a value point of view, a good option for families. We also learned that, outside of food costs, there was a packaging cost of 40c per box to the Franchisee.  Novelli understood that any solution wasn’t going to be easy as McDonald’s is a large franchised organisation with significant operational and logistical challenges. Despite this, our solution was remarkably simple.

We could deliver to the Franchisee with minimal disruption to operations while still collecting the 40c per unit which effectively served to top up the marketing budget and reduce activation costs. ​

But that is not the only reason why McDonald’s were ‘Lovin it’. This campaign delivered results - Share Box sales lifted a massive 20% year on year. ​

It was no surprise that Novelli was repeatedly asked to produce Share Bags for many years giving over half a million reusable bags to Kiwi families.

McDonald’s launch of McDelivery in NZ in 2018 showcased our ability to deliver over and above with tight timeframes and a wide range of elements.