McDonald’s new campaign focuses on trust and safety

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McDonald’s India West and South unveiled a new advertisement that reflects the brand’s dedication to satisfying its consumers in a changing world with safe and hygienic food. The campaign also emphasises the convenience platforms of the brand-like contactless service, take-out and on-the-go that encourage clients to eat their favourite McDonald’s food anytime, wherever and wherever they want.

Conceptualized by DDB Mudra, the three TVCs demonstrate how the pleasure of eating a McDonald’s meal has maintained the same despite the families being unable to come together as before, due to the current social distancing norms and the increased sanitation requirements. These TVCs have been further tailored across West and South India for multiple markets and will be introduced in core McDonald’s markets in a vertical blend of TV and internet.

The first TVC shows a granddaughter and grandfather sharing a burger over a video call, a husband waking up playfully his doctor’s wife who slept in the car after a long busy day, with a piping hot cup of McCafé coffee and mates finding an inventive way to share everybody’s favourite McDonald’s French fries in a basket passed dropped from above. These slices of life storeys connect instantaneously with viewers.

The other two TVCs highlight the ease and protection of the contactless distribution and take-out services of the company.

Arvind RP, director of marketing and communications, McDonald’s India West and South, said: “The current pandemic has brought drastic changes to our lives. Not only have we improved our protocols on protection and sanitation, but we have also introduced new ways for consumers to access their preferences in the most efficient and safe way possible. Through this initiative, we want to reassure our consumers that while the environment has changed, we don’t have our determination to represent them in the same way.

DDB Mudra West creative head Shagun Seda said, “Midnight snack binges. Fri-the-daters. Lunchers at work. Cravers on coffee. We’ve really skipped our food of convenience. With this advertisement being the first of the brand since lockdown, we wanted to reassure people that whilst there has been a lot of change around us changing how we get together, share and bond around our favourites, what hasn’t changed is the taste, comfort and fun moments connected with McDonald’s.

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