The campaign, conceptualised by Leo Burnett, captures the launch of ‘Classic with a Twist’ burgers and also rekindles the love for McDonald's classic burgers
BestMediaInfo Bureau | Mumbai | October 17, 2014
McDonald’s has launched a new campaign named ‘Dare to Choose’ to mark the launch of its new ‘Classic with a Twist’ burgers. The campaign has been conceptualised by Leo Burnett, and it dares loyal fans and customers to choose from its all-time favourite traditional classics or experiment with their taste buds with new exciting bold flavours of McVeggie Twist & McChicken Twist, which will be available across all the McDonald’s chains from October 1 to November 30, 2014.
The 30-second TVC captures the fan-following enjoyed by each of McDonald’s burgers and confuses the consumer with choices and ends with the voiceover that says ‘Dare to Choose’.
The marketing campaign will take a 360-degree, multi-channel approach and will be promoted across various platforms –TV, print, radio and outdoor medium. The TVC ‘Dare to Choose’ has been created in five languages – English, Kannada, Tamil, Telegu and Bengali. The campaign will be heavily promoted on the digital platform with activations on social media and mobile.
Commenting on the campaign, Prajato Guha Thakurta, Associate Executive Creative Director, Leo Burnett, said, “Our task was two-fold - to launch McChicken/McVeggie Twist, and to simultaneously rekindle the love for the McDonald's classic – McChicken/McVeggie. We worked on the insight that while the classic burgers had their own legion of loyalists, the new burgers too were quickly picking up their share of die-hard fans, ensuring that opinions on which was the better burger were equally divided. Through our campaign 'Dare to Choose', we simply played up the dilemma (and dangers) of having to choose between the two, as picking one would surely invite the wrath of the fans of the other.”
Kedar Teny, Director, Marketing & Digital, McDonald’s India – West & South, said, “As a leading burger brand, McDonald’s is known for being innovative, and our ability to amalgamate the classics with bold, new flavour is just another example of this. After almost four - five months of product development process, including quality assurance testing and many consumer trials, we created these outstanding products to celebrate with our customers the unique McDonald’s food experience. The key focus is on providing our customers with a delectable meal with good food served fast, which translates into providing real ingredients, appetising taste, offering a wide variety of wholesome modern choices at great value which are paramount to McDonald’s as a brand. With the changing trends, we want to evolve with our customers to cater to their needs, while creating excitement and a desire to savour new exciting products that are of the highest quality and grade.”
Client: McDonald’s India
Agency: Leo Burnett
Chief Creative Officer: Rajdeepak Das
Creative Team: Prajato Guha Thakurta, Sachin Kamble and Sujit Sawant
Account Management: Ashmi Malkan, Aditya Atre
Films: Mazhar Khan
Production House: Bubblewrap Films
Director: Suresh Triveni
Producer: Ketaki Guhagarkar Surve, Manjula Moses