Results and Effectiveness

The success of the campaign resulted to massive retaliation from competitors, which launched similar campaigns albeit their frail attempt to over-ride McGrill’s limelight. Sales Goals: • Achieved 11% sales comp (targeted 8%) • Achieved 66 UPT (targeted 60) McGrill launch represented the 2nd highest monthly sales for McDonald’s Singapore ever. The launch not only created long queues in McDonald’s outlets nation-wide but also created a huge buzz within the social media realm. #makeitbetter was the #1 trending Twitter topic on launch day, and #makeitbetter, McNuggets and McGrill made up 1/3 of the Top topics on Twitter, overtaking celebrity Justin Bieber.

Creative Execution

The strategy was deliberately non-traditional to the category and media market place, with premium-ness integrated in every advertising medium. Credible food influencers were engaged to tweet, blog and facebook about their experience McGrill’s avant-garde food tasting event. #makeitbetter hashtag was created for Singaporeans to personalise their aspirations and streamed live in the microsite. The Buy-One-Get-One mobile coupons were a hit and avidly shared within the social realm. Food partnership with Travel Living and Asian Food Channel—Gourmet food timebelt with renowned chefs (Jamie Oliver and Curtis Stones) and “The Making of McGrill” vignette was aired to emphasise McGrill’s premium-ness. McDonald’s creative buy in 8 days and Crave editors’ endorsement of McGrill’s further reinforced its premium position. The launch saw overwhelming success, done so through complementary teaser and launch advertisements via traditional media.

Insights, Strategy and the Idea

The Chicken McGrill is McDonald’s new premium line introduced to foray into the gourmet burger market in bid to capture new market share. It was imperative to differentiate McGrill from McDonald’s core offerings and competition in the market, as well as to drive home the premium quality of the burger. As Singaporeans are always striving for the best in life, be it in housing, education or career, pursuing better things in life is a common attitude that they admit to. Building on Singaporean’s zest for progress, McGrill’s “Make It Better” campaign promises to deliver BETTER taste, quality and value to the nation. Especially working adults age 20-35 with discerning taste and higher propensity to spend. Even though they are cautiously optimistic about new products, they have lower barriers to trial if there is good value.