Raahil Chopra
Aug 03, 2012

McDonald’s tries to 'wow' 'Eggetarians' with humour

WATCH the TVC created by Leo Burnett here

wide player in 16:9 format. Used on article page for Campaign.

After eight years, McDonald’s has made an addition to its ‘Happy Price Menu’. The quick service restaurant has launched its latest product, the McEgg Burger. With this launch, McDonald’s aims to open up to a completely new segment of customers who do not eat non-vegetarian food, but eat eggs.





Introducing this is an advertising campaign by Leo Burnett. The campaign will be spread across traditional vehicles like outdoor, print and radio, along with engagement-led media like mall activation and consumer promos.

The television campaign for McEgg consists of three films, each showing people eating McEgg Burgers and voicing chicken-like sounds thereafter.

Commenting on the new launch, Rajesh Kumar Maini, general manager, corporate communications, McDonald’s India (North and East), pointed out that the launch opened up a new segment of consumers, 'Eggetarians'.

He said, “This set of consumers had not been targeted before, and through McEgg, we have taken lead in taking care of their unique dietary and taste preferences. McEgg strengthens McDonald’s value proposition…as the product is affordable at the price point (INR 25 plus taxes) it has been launched at; and at the same time, it is distinctive in taste which we believe the customers will love.”

KV Sridhar (Pops), national creative director, Leo Burnett, added, "The brief given by McDonald's was simple. They wanted to bring in a new offering in a new segment. The segment they have created with this launch, is 'Eggetarian'."

He added, "The thought behind the campaign was that we had to make the communication surprising and different, just like the taste, and also bring out the fact that the burger is very affordable at Rs 25. The taste of the burger is something that hasn't been experienced before and every bite of the burger brings out a 'wow' factor. We've replaced the 'wow' sound with the sound of a chicken to show the uniqueness of the burger."

The TVCs went on air on 1 August.


Agency: Leo Burnett

Brand: McDonald’s

Creative: Nitesh Tiwari, Vikram Pandey, Sujit Sawant, Shreyas Jain

Account management: Anup Vishwanathan, Nitin Sharma, Vanita D'Mello, Supriya Bhasin, Neema John

Film department: Kevin Affonso, Manoj Pillai, Abhijit Vedpathak

Planning: Kanika Gupta, Abhinit Agarwal, 


Production House: Still Water Films.
Director: Jerald Packiaswamy
Producer: Geeta Laxman
Executive Producer: Preeti Machat
DOP: Jason West
Music Director: Sameer Uddin
Campaign India

Related Articles

Just Published

10 hours ago

Gaana announces launch of social videos platform ...

Gets singers like Neha Kakkar and Darshan Raval to launch content

15 hours ago

TikTok ban to cost 'influencers' on the platform Rs ...

The Indian Institute of Human Brands studied the earnings of the top influencers on the platform

16 hours ago

Marketing in times of crisis: Mastercard's global ...

"It's important that marketers learn from these times to better understand how to show up and communicate in times of crisis."

16 hours ago

Jayakanthan R wins second edition of Campaign's ...

Last week's winners Venkatesh Srinivasan and Akshay Ananth finish second and third respectively