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Return of the Mac: How McDonald’s is welcoming customers back

Return of the Mac: How McDonald’s is welcoming customers back

The Innovation team at Instinctif harness the best of the future to deliver market-leading ideas in the present. The team’s specialism spans digital strategy and marketing, data & analytics, and strategic brand. This fortnightly update shares top tips to help you foster creative and challenge the status quo and summarises the news that matters.

There are brands so deeply woven into society that they become part of the rich patchwork of our lives. Case in point: McDonald’s. Whether or not you visit the chain, you’ll recognise its branding; its aroma; its packaging. Its golden arches will have punctuated a long car journey. It holds a place in your existence, even without you knowing it.

That’s why so many fast food fans were loud in lamenting the temporary closing of McDonald’s during lockdown. It’s also why the chain’s reopening of 1,000 restaurants for take-away, delivery, drive-through and – in some cases, dine-in – was cause for an advertising splash.

Welcome back” is the brand’s new creative. Set to a musical backdrop of Mark Morrison’s 90’s hit “Return of the Mack”, the TV ad shows customers’ reactions to getting their hands on McDonald’s wares once again.

Responses range from fingers tapping on windows in anticipation to groups of friends jumping up in jubilation when greeted with a McDonald’s paper bag. It sums up the pent-up frustrations of a nation who has been at home for four months.

Having launched on 17 July, the campaign will be more than just a flash in the figurative chip pan, as it is set to run across TV, out-of-home, social media and radio for six weeks.

Coming hot off the heels of the appointment of a new global CMO, this campaign could mark a renewed focus on marketing for the fast-food giant, as it emerges blinking and rubbing its eyes into this new, lockdown-lite world.

Tool of the week

Small businesses make up a huge part of economic activity around the world. With 26% of these enterprises globally having had to shut down their operations from January to May due to COVID-19, many are assessing the consequences of the virus on their business – and their own operational viability going forward.

Facebook has published a new report which looks at the impact of Coronavirus on SMBs from 30,000 business owners in 50 countries. It highlights the key concerns and challenges they face as each seeks to maintain operations. You can download the full report here.

Which small businesses will you be supporting over the coming weeks and months as we adjust to the new phase of lockdown?

Top tip

This week’s tip comes from Associate Partner, Becky Cary.

Many of us loved her book and Netflix documentary – and now, the former First Lady Michelle Obama is giving us a podcast.

Obama herself described how she wants to use her skills to break down walls between us all: “I hope this podcast will help listeners open up new conversations—and hard conversations—with the people who matter most to them. That’s how we can build more understanding and empathy for one another.”

Guests will include family members from Marian and Craig Robinson, Obama’s mother and brother; to celebrities and White House advisers.

You can listen to the Michelle Obama podcast on Spotify from 29 July.

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