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
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.