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Milestone Brandcom rolls an eggciting OOH campaign to promote the launch of McEGG Burger from McDonald's

September, 2012

allaboutoutdoor.com Bureau, New Delhi

Fast food retail chain McDonald's recently launched a new burger 'McEGG'. McEGG is McDonald's new way to enjoy your everyday egg. Steamed to perfection in a specialized steamer and made tasty with a sprinkling of magic masala, onion and creamy Mayo. It's egg like never before.It is a one of its kind product launched across McDonald's outlets in India & is aimed at targeting 'eggetarians'. The new burger is part of the McDonald's happy price menu & will be available for just Rs.25 starting 11am. This economically priced burger is full of egg nutrients.

McDonalds launched a marketing campaign to introduce the new McEGG burger across India. The 360 degree campaign comprised varied media vehicles for its communications. Outdoor was one of the important vehicles among their media mix. The out of home campaign that rolled out on 14th August was spread across 350 touchpoints& covered over 1,32,000sqft of vinyl in 9 cities. The media mix was spread across mass media touch points varying from billboards, bus shelters, gantries, unipoles& kiosks to branding at railway stations.

Senior Director Marketing, McDonald's India, Rameet Arora said, "We have come up with a campaign that embodies the fun and freshness of eggs to extend our I'm Lovin It' experience to our customers. We at McDonald's aim to be our customer's first choice and we are taking brand McDonald's to the next level by providing our customers with products and campaigns that are new fresh, exciting and innovative. To the value seekers,
the McEGG Burger will assure plenty of protein content at an appealing price point and at the same time it will help McDonald's deliver the brand promise of good products at great prices."

"This new delightful offering needed an equally impactful messaging to the customers to lure them to try out the new and eggcitingMcEGG burger. We devised a robust media plan to target the audiences on the go & ensured a dominating presence across all main arterial routes, transit junctions & major congregation points around McDonald's outlets. The visual appeal of the creative clubbed with our elaborate media spread ensured the message was delivered to the right audiences", said Hanoz Patel, Founder Member & Managing Partner, MilestoneBrandcom.


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