McDonald’s:
Creative Campaigns Drive McDonald’s McDelivery and More
Opportunity
McDonald’s USA engaged Cookerly to develop ongoing creative programs to reach new audiences and win customers’ hearts.
Strategy | Execution
Targeted to growing niche audiences, Cookerly connected mom bloggers with Ronald McDonald House, celebrated community athletes on McDonald’s All-American Basketball team and showcased the Under the Arches career program.
Boosted new McDelivery program, powered by UberEATS, with round-the-clock grassroots campaign, including media/influencer relations, social media, media buys and guerilla tactics:
- Conducted mass food deliveries over six-week launch: Sweet Auburn District after midnight, Midtown District arts stroll, Fourth of July pool party; outdoor film series; tech industry adopters.
- Seized a news-grabbing opportunity: Delivered breakfast to construction workers rebuilding city’s damaged interstate, resulting in goodwill, press and a demo of McDelivery.
- Delivered to millennials’ crave-worthy late-night destinations.
- Targeted influencers: Nik Walker, “Aaron Burr” in Broadway’s Hamilton; radio DJs across pop, rock, R&B and Hispanic formats.
Results | Impact
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Media placements secured
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Atlanta morning shows
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Social posts
Food deliveries reached more than 2,000 and achieved 95% positive social sentiment
1.5% growth in 6 weeks, 50% more than expected; add-on products lifted average checks by 45%
Integrated campaign helped lift year-over-year sales and renewed innovative reputation
Targeted consumers:
Weekly ads, special discount codes and 10,000+ free delivery coupons
Mike Touhill is vice president at Cookerly Public Relations, where he helps lead traditional, social and digital media programs for B2B and B2C clients in packaging, telecommunications and technology, among other industries. As a communication leader, he develops and executes public relations strategy, provides proactive and reactive counsel to C-level executives and secures earned media coverage for client initiatives and product.
Andrew Agan is a vice president at Cookerly Public Relations, overseeing the agency’s internship program and leading media relations, content strategy and social media initiatives. He provides counsel and executes campaigns for clients across various sectors, including finance, healthcare, hospitality, technology, automotive and many others. Andrew excels at crafting compelling stories and building media relationships, resulting in clients being featured in notable outlets such as CNBC, Associated Press, Business Insider, Fox Business, HBO, Inc. Magazine, Sirius XM, The Wall Street Journal and USA Today, among others.
As design director at Cookerly, Tim serves as the creative lead in the development of branding campaigns, print collateral and digital media for clients across a broad range of industries, including consumer, professional services, healthcare and technology.
With more than two decades of experience in public relations and journalism, Mike is a strategic communications leader who focuses on media relations and reputation management.
As vice president of Cookerly, Sheryl Sellaway uses her extensive corporate communications background to lead consumer PR efforts, deliver strategy for marketing programs and share expertise about community initiatives.
