October 2009 study

This press ad performs strongly as an extension to TV and is also effective in getting people to re-appraise McDonald’s while building the brand.

Key findings:

  • The ad is performing very strongly in terms of recognition and brand linkage.
  • It’s also serving to differentiate McDonald’s from other ads in the category, and importantly for the ‘fancy’ burger,  provoke a rethink about the McDonalds brand/offering.
  • In addition, the ad acts as a strong support to TV activity.
  • Only one ad in the series (of two) was tested, so the results are strong, and should be viewed in that context.


Download full results of McDonald's Grand Angus press ad below.

Learn more about Role Map, one of The Newspaper Works' proprietary effectiveness measures.

Find out more about the six strategic roles that can assist Advertisers in connecting powerfully with consumers in newspapers.  

  

Go through past Creative Benchmarking research:

  • September 2009: Featuring Bonds, Jetstar, Target and Colgate. 
  • August 2009: Ads from NSW State Govt, OPSM, Foxtel, Meat & Livestock.
  • June / July 2009: Results for AAMI, Mars, Kit Kat and Virgin Blue show that issues on the Public Agenda can connect powerfully with consumers.
  • May 2009: Featuring ads by Dan Murphy's, Ikea, Coles, David Jones and Myer.
  • Coles rethinks press adverts: Coles enjoy a complete turnaround in the effectiveness of its advertising following a change in direction for its press activity.

October 2009 Creative Benchmarking - McDonald's Grand Angus (1m, PowerPoint (.ppt) format)