Minions invade McDonald's this July

Conceptualised by Leo Burnett, the integrated campaign creates connect with consumers and increases brand affinity using the popular Minions characters to coincide with the movie's launch

Aanchal Kohli | Mumbai | July 17, 2015

Click on the image to watch TVC.

After Shaun the Sheep, Despicable Me, Smurfs, Shrek, Ice Age, Transformers, Penguins of Madagascar, Kung Fu Panda, Spiderman, and Star Wars, it's time for Minions now. This July, McDonald's is integrating Minions across its menu and in-store décor, in line with the launch of the new movie.

The campaign, conceptualised by Leo Burnett India, has taken a multimedia approach and is being promoted across various platforms –TV, print, digital and outdoor. Minion characters are a spin-off from the hit animated movie 'Despicable Me'. The TVC engages the young audience while capturing the essence of fun with the unique Minion characters. The campaign, which commenced from July 10, will continue till August 6, 2015.

McDonald has also created a line-up of 10 Minions toys, which will be available with every Happy Meal purchase. Furthermore, its McFlurry products and Happy Meals will feature special Minion packaging. This apart, crew members at McDonald's outlets will be sporting Minion themed uniforms during the campaign period. Photo-booths have been placed within the restaurants to make dining a fun and memorable experience for patrons.

McDonald's is also offering Minion inspired desserts – McFlurry Banana Caramel Oreo and Banana Oreo Soft Serve – during this period.

Kedar Teny

Elaborating on the campaign, Kedar Teny, Director - Marketing & Digital, McDonald's India (West & South), told BestMediaInfo.com, “With newer players entering the market, the QSR industry is getting increasingly competitive. In a world where everyone is a 'me too', creating brand differentiation and engaging customers across platforms is critical. We constantly keep innovating with new and exciting offerings so that customers have something to look forward to each time they visit our restaurants. Minions have a huge fan-base and it has been one of the most awaited films of the year. We have, therefore, created an integrated campaign in line with the film's launch. We endeavour to help customers create fun and memorable moments at our restaurants through our campaign.”

When asked how this association would add value to McDonald's, Teny replied, “We at McDonald's globally collaborate with production houses, and over the years we have integrated several films into our marketing proposition. We have associated with movies such as 'Shaun the Sheep', 'Despicable Me', 'Smurfs', 'Shrek', 'Ice Age', 'Transformers', 'Penguins of Madagascar', 'Kung Fu Panda', 'Spiderman', 'Star Wars', 'How to Train Your Dragon 2', 'Peabody & Sherman', and 'MegaMind'.”

RajDeepak Das

Commenting on the campaign, RajDeepak Das, Chief Creative Officer, Leo Burnett India, said, “For McDonald's, our endeavour has always been to create strong consumer connections. Since 'Minions', a prequel to 'Despicable Me', is popular across age groups, we decided to integrate the film across McDonald's menu (Minions-inspired desserts) and in-store décor. I'm sure the ongoing campaign will succeed in creating fun and memorable moments for people while dining at McDonald's, thus creating a greater connect with them.”

Teny said, “Previously, we have also associated with popular Bollywood films such as 'Ra One'. McDonald's has created some awesome collectibles and exciting memorabilia of iconic film characters. Such initiatives on our part contribute in keeping our customers engaged and give them a chance to re-visit the restaurant for experiencing something novel each time.”

“We will also engage customers through digital activation on Facebook and Twitter. Minions will be taking over our pages on popular social networking sites and will converse with customers through their unique vocabulary and joyful pranks,” he added.

The aim of the campaign is to highlight the vertigration of menu undertaken in sync with the launch of 'Minions'. The campaign, therefore, showcases how customers can now indulge in the new Minions-inspired menu and grab the Minion collectibles for a limited time across McDonald's restaurants.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: McDonald's India

Creative agency: Leo Burnett India

Chief Creative Officer: RajDeepak Das

Creative Team: Prajato Guha Thakurta, Sachin Kamble, Kaushik Datta, Banira Khati, Shukant Sharma

Account Management: Rakesh Hinduja, Supriya Bhasin, Pratik Adhikari, Aditya Atre

Planning: Divya Agarwal

Production House: Chaikhari Films

Director: Amit Pandirkar

Producer: Sachin Pandirkar

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