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Homestyle x Paul Cunningham
McDonald's is a mass brand and a healthy growth comes from selling more to existing guests, but also by driving more new guests into the restaurants. A key parameter in this context is trust in McDonald's - if trust is low, there is simply an upper limit to how much penetration can be operated and how often consumers feel they can afford to visit McDonald's. One of the factors that has the greatest significance for confidence in McDonald's is the Danes' perception of the quality of the food. We set out to improve the Danes' perception of the food quality at McDonald's - especially among the large group of Danes who only visit McDonald's occasionally and whose perception of the food quality is worse than average. A target group that actually covers more than half of the Danish population, and which therefore constituted a great growth potential if we could manage to change their perception of the food quality at McDonald's. Danish McDonald’s er et mass brand og en sund vækst kommer fra at sælge mere til eksisterende gæster, men også ved at drive flere nye gæster ind i restauranterne. Et centralt parameter i denne sammenhæng er tilliden til McDonald’s – hvis tilliden er lav, er der ganske enkelt en øvre grænse for, hvor meget penetration der kan drives, og hvor ofte forbrugere føler, at de kan tillade sig at besøge McDonald’s. En af de faktorer, som har størst betydning for tilliden til McDonald’s, er danskernes opfattelse af kvaliteten af maden. Vi satte os for at forbedre danskernes opfattelse af madkvaliteten hos McDonald’s - især blandt den store gruppe af danskere, som kun besøger McDonald’s af og til og hvis opfattelse af madkvaliteten er dårligere end gennemsnittet. En målgruppe, der rent faktisk dækker over halvdelen af den danske befolkning, og som derfor udgjorde et stort vækstpotentiale, hvis vi kunne formå at ændre deres opfattelse af madkvaliteten hos McDonald’s. Spørgsmålet var bare hvordan? I løbet af de sidste 10-15 år er Danmark blevet verdenskendt for vores kokke, Michelinstjerner og gastronomi i topklasse. Gastro-turister valfarter til landet for at spise og få en madoplevelse ud over det sædvanlige. Men for danskerne er Michelin-kokkenes køkken ofte forbeholdt de få. Vi spurgte derfor os selv; Hvorfor ikke etablere et samarbejde mellem McDonald’s og Michelinkokke og herved bringe stjernekokkene ud til alle danskere og højne kvalitetsopfattelsen af maden hos McDonald’s? Vi ville have danskerne til at tænke, at hvis kendte danske Michelin-kokke vil udvikle burgere sammen med McDonald’s - og sætte deres gode ry på spil - så må madkvaliteten hos McDonald’s alligevel være bedre end man måske lige går og tror. Og det ville de heldigvis gerne! Samarbejdet med den første Michelin-kok, Paul Cunningham, blev således startskuddet til en større rejse mod en langsigtet strategisk og indsigtsbaseret kampagneplatform. De langsigtede mål var: • Løfte opfattelsen af madkvaliteten hos McDonald’s • Løfte tilliden til McDonald’ brandet over tid De kortsigtede mål var: • Salg af +200.000 Homestyle Bearnaise burgere • Kendskab til samarbejdet mellem McD og gourmetkokken hos over 50% af danskerne • 15.000 anmeldelser i App’en og en VTR på Hverdagens madanmelder på 38% • En total kampagne ROI på 4 og en digital kampagne RROI på 8 ”Challenge accepted!” Sådan lød det fra gourmetkokken Paul Cunningham, da han tog imod udfordringen om et samarbejde med McDonald’s og lancerede den nye Homestyle Bearnaise burger. Et overraskende samarbejde som nærmest sendte chokbølger gennem den danske madscene, da det blev offentliggjort. Selvom fordelen ved samarbejdet måske var mere åbenlys for McDonald’s, så var gevinsten ved samarbejdet gensidig - for hvor tit får en Michelin-kok mulighed for at låne deres brand til McDonald’s og gå fra at servere mad til 200 gæster om ugen op til hele 200.000 gæster om dagen, endda med super hurtig service og konsistent levering? Paul Cunningham kreerede to forskellige burgere til McDonald’s, hvor den første, Homestyle Bearnaise, blev lanceret i januar 2021. Kampagnen blev forankret i konceptet ”Hverdagens Madanmelder”, hvor op til 200.000 gæster om dagen havde mulighed for at vurdere hans mad og give ham direkte feedback. Kampagnen skulle bygge kendskab og løfte opfattelsen af madkvaliteten hos McDonald’s. Kampagnen blev inddelt i tre faser, der var med til at sikre story-telling i kampagneperioden: Tease-fasen, som udelukkede blev afviklet på digitale medier, havde til formål at vække interesse og fange danskernes opmærksomhed. En stor PR-indsats med en artikel i Børsen, skabte ringe i vandet og spredte sig til andre nyhedsmedier og fagblade. En lille uge før lanceringen teasede vi for burgeren med udvalgte ingredienser via display, social og egne medier for at skabe yderligere hype. Ved hjælp af SoMe var formålet også at skabe engagement fra danskerne og derigennem bidrage til den organiske reach. Amplify-fasen var selve lanceringskampagnen, der inkluderede Paul Cunningham, som præsenterede sin nye burger og konceptet 'Hverdagens Madanmeldere'. Vi udrullede en 360-graders kampagne, der opbyggede højt kendskab med særlig fokus på audiovisuelle- og egne medier: TV, YouTube, social, display, print sammen med aktiveringer instore, på websitet og i McD-appen. Alt sammen skulle sikre en stærk story-telling og ”time spent with brand”! Echo-fasen inkluderede 'Hverdagens Madanmeldere', hvor danskere smagte og anmeldte den nye Homestyle burger. Indholdet blev afviklet digitalt og optimeret som retargeting af brugere, der var blevet eksponeret i Amplify-fasen. Echo-fasen tilførte kampagnen engagement og stimulerede opfattelsen af madkvalitet med faktiske smagsdommere, som involverede danskerne til også at anmelde burgeren. Egne digitale medier var centrale i strategien, hvor danskerne kunne gå ind i appen, anmelde burgeren fra 1-5 stjerner - og blive en af ”Hverdagens Madanmeldere”. Derigennem spillede egne og betalte medier tæt sammen i den digitale eksekvering! Kampagnen overgik alle forventninger. McDonald’s blev den facilitator, der muliggjorde at Paul Cunningham fik sit livs udfordring ved at bringe hans mad ud til alle danskerne. Og så ovenikøbet midt i en coronatid, hvor flere restauranter stod gabende tomme, og derfor gjorde samarbejdet mere oplagt end ved første øjekast. Ved at forene brand, kreativitet, relevans og indsigt opnåede vi et kendskab til samarbejdet på 66% blandt alle danskere umiddelbart efter lancering. Samarbejdet nåede bredere ud end nogensinde før med omtale i bl.a. Fox News i USA! Homestyle Bearnaise blev den bedst sælgende kampagneburger nogensinde og solgte 4 gange så meget som target - og var udsolgt efter blot 2 uger! Hele 41% af danskerne tilkendegav efter kampagnen, at samarbejdet påvirkede deres syn på maden hos McDonald’s positivt, og knapt 1/3 af danskerne erklærede, at de fremadrettet vil købe Homestyle burgere oftere. Denne holdningsændring medførte desuden en stigning i tilliden til McDonald’s med hele 5%-point, som allerede i kampagneperioden nåede et all time high niveau på 40% blandt danskerne! I appen gav 'Hverdagens Madanmeldere' burgeren ”stjerner” hver 2. min. indenfor de første 30 timer af kampagnen - svarende til 900 anmeldelser. Samlet set nåede kampagnen +22.500 anmeldelser og knapt 7.000 kommentarer! Indholdet engagerede danskerne og sikrerede høje engagements rates på SoMe og en organisk reach på 130.000 per post. Med ”Hverdagens Madanmelder” opnåede vi en gennemsnitlig VTR på YouTube på 44% (norm 38%), og brugerne anvendte samlet 65.994 timer med brandet. Kampagnen leverede en samlet RROI på 6,6, hvor digitale medier nåede en RROI på hele 10,3, og bidrog med knapt 70% af det samlede salgsopløft fra medier (mod 44% af budgettet). Den langsigtede RROI for samarbejdet har outperformet stort set alle andre kommunikationsindsatser i 2021 i index 179. Efterfølgende er samarbejdet blevet yderligere udfoldet med nye Michelin-kokke og burgere, og digitale medier formår fortsat at drive størst omsætningsvækst med en RROI på 9,6. Og som Marketingdirektør, Marie Hürdum siger; ”Det er jo nærmest et car crash, når en Michelin-kok og en fastfoodkæde går sammen. (…). Samarbejdet øgede i den grad kvalitetsopfattelsen af McDonalds. Det åbnede mange danskeres øjne for, hvad McDonald’s kan levere, og det budskab havde vi ikke fået kommunikeret så bredt ud uden Paul. Samarbejdet har altså ikke kun ført til et rekordstort salg af burgere, men det har også betydet, at både nye og gamle gæster kender mere til vores store fokus på kvalitet og gode råvarer.” English (Google translate) McDonald's is a mass brand and a healthy growth comes from selling more to existing guests, but also by driving more new guests into the restaurants. A key parameter in this context is trust in McDonald's - if trust is low, there is simply an upper limit to how much penetration can be operated and how often consumers feel they can afford to visit McDonald's. One of the factors that has the greatest significance for confidence in McDonald's is the Danes' perception of the quality of the food. We set out to improve the Danes' perception of the food quality at McDonald's - especially among the large group of Danes who only visit McDonald's occasionally and whose perception of the food quality is worse than average. A target group that actually covers more than half of the Danish population, and which therefore constituted a great growth potential if we could manage to change their perception of the food quality at McDonald's. The question was just how? Over the last 10-15 years, Denmark has become world famous for our chefs, Michelin stars and top-class gastronomy. Gastro tourists flock to the country to eat and have a dining experience beyond the ordinary. But for Danes, Michelin chefs' kitchens are often reserved for the few. We therefore asked ourselves; Why not establish a collaboration between McDonald's and Michelin chefs and thereby bring the star chefs out to all Danes and raise the quality perception of the food at McDonald's? We would like the Danes to think that if well-known Danish Michelin chefs want to develop burgers together with McDonald's - and put their good reputation at stake - then the food quality at McDonald's must still be better than you might just think. And luckily they would! The collaboration with the first Michelin chef, Paul Cunningham, thus became the starting shot for a major journey towards a long-term strategic and insight-based campaign platform. The long-term goals were: • Raise the perception of the quality of food at McDonald's • Raise confidence in the McDonald's brand over time The short-term goals were: • Sales of +200,000 Homestyle Bearnaise burgers • Knowledge of the collaboration between McD and the gourmet chef in over 50% of Danes • 15,000 reviews in the App and a VTR on Everyday food reviewer of 38% • A total campaign ROI of 4 and a digital campaign RROI of 8 ”Challenge accepted!” This is how it sounded from gourmet chef Paul Cunningham when he accepted the challenge of a collaboration with McDonald's and launched the new Homestyle Bearnaise burger. A surprising collaboration that almost sent shock waves through the Danish food scene when it was announced. Although the benefit of the collaboration was perhaps more obvious to McDonald's, the benefits of the collaboration were mutual - for how often does a Michelin chef get the opportunity to lend their brand to McDonald's and go from serving food to 200 guests per week up to as many as 200,000 guests per day, even with super fast service and consistent delivery? Paul Cunningham created two different burgers for McDonald's, the first of which, Homestyle Bearnaise, was launched in January 2021. The campaign was rooted in the concept "Everyday Food Reviewer", where up to 200,000 guests a day had the opportunity to rate his food and give it directly feedback. The campaign was to build awareness and raise the perception of food quality at McDonald's. The campaign was divided into three phases that helped to ensure story-telling during the campaign period: The tease phase, which was exclusively conducted on digital media, was intended to arouse interest and capture the Danes' attention. A major PR effort with an article in Børsen, created rings in the water and spread to other news media and trade magazines. A little week before the launch, we teased the burger with selected ingredients via display, social and own media to create further hype. With the help of SoMe, the purpose was also to create commitment from the Danes and thereby contribute to the organic reach. The Amplify phase was the launch campaign itself, which included Paul Cunningham, who presented his new burger and the concept of 'Everyday Food Reviewers'. We rolled out a 360-degree campaign that built up high awareness with a special focus on audiovisual and own media: TV, YouTube, social, display, print along with activations in-store, on the website and in the McD app. Everything should ensure a strong story-telling and "time spent with brand"! The echo phase included 'Hverdagens Madanmeldere', where Danes tasted and reviewed the new Homestyle burger. The content was run digitally and optimized as retargeting by users who had been exposed in the Amplify phase. The echo phase added commitment to the campaign and stimulated the perception of food quality with actual taste judges, who involved the Danes to also report the burger. Own digital media were central to the strategy, where Danes could go into the app, review the burger from 1-5 stars - and become one of "Everyday Food Reviewers". Through this, own and paid media played closely together in the digital execution! The campaign exceeded all expectations. McDonald's became the facilitator who made it possible for Paul Cunningham to get the challenge of his life by bringing his food out to all Danes. And then even in the middle of a corona time, where several restaurants stood gaping empty, and therefore made the collaboration more obvious than at first glance. By combining brand, creativity, relevance and insight, we gained a knowledge of the collaboration of 66% among all Danes immediately after launch. The collaboration reached wider than ever before with mention in i.a. Fox News in the USA! Homestyle Bearnaise became the best-selling campaign burger ever and sold 4 times as much as target - and was sold out after just 2 weeks! As many as 41% of Danes stated after the campaign that the collaboration had a positive effect on their view of food at McDonald's, and almost 1/3 of Danes stated that they would buy Homestyle burgers more often in the future. This change of attitude also led to an increase in confidence in McDonald's by as much as 5% points, which already in the campaign period reached an all time high level of 40% among Danes! In the app, 'Hverdagens Madanmeldere' gave the burger "stars" every 2 minutes. within the first 30 hours of the campaign - equivalent to 900 reviews. In total, the campaign reached +22,500 reviews and almost 7,000 comments! The content engaged the Danes and ensured high engagement rates on SoMe and an organic reach of 130,000 per post. With "Hverdagens Madanmelder" we achieved an average VTR on YouTube of 44% (norm 38%), and the users spent a total of 65,994 hours with the brand. The campaign delivered a total RROI of 6.6, where digital media reached an RROI of as much as 10.3, and contributed with almost 70% of the total sales boost from media (against 44% of the budget). The long-term RROI for the collaboration has outperformed virtually all other communication efforts in 2021 in index 179. Subsequently, the collaboration has been further developed with new Michelin chefs and burgers, and digital media continues to drive the largest revenue growth with an RROI of 9.6. And as Marketing Director, Marie Hürdum says; "It's almost like a car crash when a Michelin chef and a fast food chain go together. (…). To that extent, the collaboration increased the quality perception of McDonalds. It opened the eyes of many Danes to what McDonald's can deliver, and we would not have communicated that message so widely without Paul. The collaboration has not only led to a record sales of burgers, but it has also meant that both new and old guests know more about our great focus on quality and good ingredients. ”
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