Campaign: Donut Sticks
TL;DR (A 3-SENTENCE SUMMARY)
McDonald’s had a successful launch of McCafé Donut Sticks in February 2019 and wanted to bring them back as a seasonal holiday treat. The media flight was set to start before Thanksgiving, but “Christmas Creep” is a thing, and it becomes more annoying year after year. We were able to utilize the early holiday flight window to position Donut Sticks as a way to usher in the holiday spirit and fight Christmas Creep with cinnamon-and-sugar-coated goodness.
THE BRIEF
Assignment
Announce the arrival of Donut Sticks, now with new Chocolate Dipping Sauce and the new Cinnamon Cookie Latte. Demonstrate how they are welcomed holiday treats that will infuse a little festivity into our target’s morning routines early in the holiday season.
Goals:
Increase guest count and sales
Drive awareness and trial
Generate excitement for Holiday LTOs and become a must-visit destination for holiday treats
Background
McCafé first launched Donut Sticks in February 2019. It was a successful launch that drove a lift in coffee sales and other breakfast items, exceeded projected sales velocity expectations, and delivered feel-good communications through a :30 TVC, ‘Pay It Backward.’
We have a new platform to continue strengthening. In September 2019, McCafé launched a brand refresh with a new creative platform called Good Is Brewing. At the core, Good Is Brewing means delivering communications with human-driven stories that are optimistic and feel-good.
Challenge
Starbucks and Dunkin’ own the holiday season because they are well-known and loved for their holiday offerings, and consumers look forward to them every year.
Opportunity
The second expression of the Good Is Brewing platform.
This assignment was the second campaign under our Good Is Brewing creative platform. It was the perfect time to amplify the spirit of Good Is Brewing by tapping into the spirit of the holiday season and positioning our products as a way to dip into the holiday feel-goodness our target desires.
A sweet time to start holiday comms.
Our campaign ran from 11/11/19 to 12/8/19. The start date of our campaign put us in the sweet spot when people are starting to get into the holiday spirit and think about Thanksgiving, but we weren’t too early compared to competitors.
Our target
Motivated to make the holidays special and memorable for the ones they love
Usually first in their social circle to try new things and are open and likely to try new products that are novel and new
Seek out seasonal treats as a way to get into the holiday spirit, but McCafé is not currently in their consideration set
Creative Strategy
The Goodness of Holiday Anticipation: The holiday spirit brings out the good in all of us, but we might not always be prepared for the arrival of the holiday season, especially when it seems to happen earlier each year.
The creative
TVC/OLV - :30 Warming Up
TVC/OLV - :15 Kind Of Like
OOH - Times Square Billboard
Radio
TEAM
Jeremy Davis - Strategy Director
Hannah Barr - Junior Strategist
Ben Tolbert - Creative Director
Chris Juhas - Creative Director
Lulu Wimberly - Copywriter
Kailey Riggen - Art Director
Stew Tribe - Copywriter
Dan Hales - Art Director
Carla Weaver - Brand Lead
Chelsey White - Management Supervisor
Kevin Castro - Assistant Account Executive
Claire McCastle - Project Manager