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
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,