This case details how McDonald’s UK used brand-building to rekindle the trust and love of the British public and, in doing so, drive 15-years of almost continuous growth despite: a catastrophic PR crisis, category fragmentation, and the devastating closures of COVID-19.
Guided by a simple strategic recipe, these investments in creativity, planning, and broadcast media not only helped to recover the McDonald’s brand and transform it into a much-loved cultural institution but also contributed an estimated total of £4.7bn in incremental short and long-term sales.
This case study is free to download for IPA Members until 30 June, 23:59.
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