McDonald's launches its Eggstraordinary Campaign for the McEgg Burger!

McDonald’s, the world’s leading food service retailer, proudly brings more ‘Eggcitement’ with its all new product – the McEgg burger. And to introduce this new product to the consumer McDonald’s India launches its latest ad campaign which highlights the freshness of its new product – McEgg, being launched as a part of the Happy Price Menu for Rs 25/- only. The campaign will run across the country on a variety of media including television, radio, social media and OOH from August, 2012. In India,

 

At McDonald’s customer satisfaction is a key factor in all its endeavours. McDonald’s launched the McEgg burger as part of its efforts to make the ‘Happy Price Menu’ even happier! This product was introduced to provide customers with variety and choice and to enable the customer to make good food choices.

 

To create buzz around this vital addition to the menu, McDonald’s has launched the McEgg campaign through a series of innovative teasers around ‘the Bad Egg Jokes’ which were populated on Facbeook & YouTube. This gave McDonald’s the momentum & boost that was required before the product launch. This was followed by the introduction of the Eggies! The Eggies app contest on the social media platform proved to be an impactful way of connecting with customers and was very well received by them. .

 

This was followed by the McEgg Burger advertisements that have just gone on-air, on all the major television networks in the country as well as radio channels. The fun filled ad campaign created by Leo Burnett showcases the new product – McEgg, in a refreshing manner as a part of the Happy Price Menu. The Ad brings out the freshness of a new variety in the segment of Eggs. It starts with an introduction of the new product and depicts the young Indian generation consuming the product by enjoying its nutritive value and purity, with a ‘pakaak’ sound. The intent was to communicate the newest variety of the egg in an innovative and effective way, whilst showcasing our ‘freshness’ & ‘quality’ products, which is something that McDonald’s is very proud of. This campaign being a 360 degree campaign, one will soon see outdoor hoardings as well!

 

Commenting on McDonald’s biggest launch of the year, Rameet Arora, Senior Director Marketing, Hardcastle Restaurants Pvt. Ltd (HRPL), that spearheads McDonald's operations in West & South India said, "We have come up with a campaign that embodies the fun and freshness of eggs to extend our I’m Lovin It’ experience to our customers. We at McDonald’s aim to be the customer’s first choice and we are taking brand McDonald’s to the next level by providing our customers with products and campaigns that are new, fresh, exciting and innovative. To the value seekers, the McEgg Burger will assure plenty of protein content at an appealing price point and at the same time it will help McDonald’s deliver the brand promise of Good Products at Great Prices”.

 

The McEgg burger is made from the freshest, warm- off-the-farm eggs. Each egg that is used to create a McEgg burger goes through stringent quality checks for spots, cracks and grammage and is then washed and polished. Only 1 out of every 3 eggs is especially selected and steamed in the specially designed McDonald’s egg steamer to ensure that the nutritious quality of the eggs is retained. It is then coupled with a mild sprinkling of exquisite aromatic spices, herbs, crunchy onions and 100% vegetarian sauce to create the one of its kind, healthy, wholesome and delicious McEgg burger. To add to the happiness quotient is the fact, that this delectable product is a part of the iconic McDonald’s Happy Price Menu, which means that it is priced at a very reasonable Rs. 25 only.

 

In India McDonald's has two Indian entrepreneurs: Amit Jatia, Vice Chairman, Hardcastle Restaurants Pvt. Ltd, spearheads McDonald's operations in West & South India, while McDonald's restaurants in North & East India are managed by Vikram Bakshi's Connaught Plaza Restaurants Private Limited.