McDonald’s hopes new items can win back old costumers
Who’s on Top? – May 1 - 7, 2017
Expenditures for new creative on national TV reached $163 million during the first week of May, nearly doubling from the previous week. New creative spend was mainly driven by live sporting events including NBA playoff games ($10.1 million of expenditures), the 143rd Kentucky Derby ($6.0 million) and Nascar races ($3.0 million).
In an effort to win back consumers who may have abandoned the chain for more sophisticated flavors, McDonald's rolled out new “Signature Crafted Recipes.” The new menu items include three new sandwiches that feature ingredients like pico guacamole, sweet barbecue bacon and maple bacon dijon.
The campaign launched on May 1st, backed by approximately $5.2 million in overall expenditures. The majority of spend was placed on national TV ($4.6 million) with the remainder distributed across local TV, radio and digital media including online display, mobile web and mobile video.
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