Creative Benchmarking results

October 2009 : This press ad strongly extends the TV and is also effective in getting people to re-appraise McDonald’s, 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.

  

Visit these sections for more information  

See more Creative Benchmarking research. 

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

Likewise, learn more about the Action Map, which identifies what form of action a newspaper ad is likely to generate.

Find out more about the Six Strategic Roles that can assist Advertisers in connecting powerfully with consumers in newspapers.

January 2010


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