Opportunity
McDonald’s USA engaged Cookerly to develop ongoing creative programs to reach new audiences and win customer hearts.
Strategy | Execution
Targeted to growing niche audiences, connected mom bloggers with Ronald McDonald House; celebrated community athletes on McDonald’s All-American Basketball team; showcased 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 6-week launch: Sweet Auburn District after midnight, Midtown District arts stroll, 4th 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
- Secured 50 media placements, 3 Atlanta morning shows and 12,000 social posts
- Targeted consumers: weekly ads, special discount codes and 10,000+ free delivery coupons
- Reached more than 2,000 people with food deliveries – with 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
As senior vice president at Cookerly, Mike Rieman specializes in building and maintaining relationships with the media and has an excellent track record of landing significant placements in print and broadcast media including USA Today, Wall Street Journal, Bloomberg and Money Magazine.
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.
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.