In the last few years McDonald’s has been losing market share and its sheen thanks to the category becoming extremely competitive. To check the slide they now planned to introduce a new Rice Menu that would go head to head with other filling meal options offered by the competition.
After a few days spent at various McDonald’s outlets shadowing and quizzing young customers, we discovered the real challenge: How do you change the perception of McDonald’s from a fast food restaurant to one that’s worth considering when you’re really hungry?
The rather simple question needed a complex and well thought-through strategy. We convinced McDonald’s that the right approach was to create a strong positioning for the offering and go beyond the rational benefit of a rice meal. Based on a strong insight, the film encouraged young achievers to not disregard their massive lunchtime hunger pangs while chasing their large appetite for success. We coined an English+Tamil term ‘Super Passi’, which means Badi Bhookh, to create a connect with the audiences in our first test market - Chennai.
Television commercial for south
The market research conducted by McDonald’s after 3 months of running the campaign revealed:
• The 360-degree communication had very high recall.
• The hip-hop ‘Super Passi’ track was being lapped up.
• Trials of the Rice Menu were exceeding expectations.
• McDonald’s was being seen as a place to head to for a filling meal.
