This led us to a new brand proposition, which remains a north star for the brand today: Making delicious feel-good moments easy for everyone. The new proposition put customers at the heart of the business again. To bring this proposition to life, and address the barriers that were inhibiting growth, we developed a new communications framework – the ‘Pillar Model’ – which sets out four pillars of communication designed to drive the brand forward; Value, Variety, Affinity and Trust.
Each pillar has a specific task and strategic approach, underpinned by a single brand proposition and coherent warm, human tone of voice. We started focusing on rebuilding customer trust via myth-busting product truths and showcasing the re-invigorated McDonald’s products and menu. We reminded consumers of the most relevant and best-loved aspects of their relationship with the brand: its democracy, ubiquity and favourite, iconic core menu items – elements that hadn’t featured in the brand’s communications for several years.
This Pillar Model approach informs everything from annual marketing planning to communications output, including successes such as ‘Reindeer Ready’ and ‘Welcome Back’.
The Results
Our work on McDonald’s has helped deliver long term growth of sales and guests. We’ve helped them respond to changing customer needs and in doing so, we’ve re-kindled love with the nation to become the UKs most loved restaurant brand.
We’ve enjoyed long term brand perception uplifts in Trust and Affinity, which has helped deliver 53 consecutive quarters of growth for the brand. Trust scores have risen to the highest levels ever, the brand is now number 1 for Value in its category and is currently enjoying its highest ever market share.