Mcdonald's breakfast extension

Agency: OMD UK with Leo Burnett and Global

"Since 1982, McDonald’s have been satisfying the nation with their tasty Breakfast menu including popular staples like the Sausage and Egg McMuffin and the Hash Brown. However, McDonald’s find themselves in a market where new players are vying for a share in the breakfast market who serve breakfast for longer hours.

It was our job to help protect The Golden Arches’ breakfast dominance against these newer upstarts. So, the decision was taken to extend McDonald’s Breakfast until 11am, to level the playing field. We delivered a BIG campaign with plenty of drama to compliment the creative through partnering with Global persuading FOUR radio stations reaching 6 million breakfast fans."