Finweek English Edition - - Communication & Technology -

A BLEARY-EYED GROUP rush­ing to work stops ev­ery morn­ing at McDon­ald’s, where they have an amus­ing but inane con­ver­sa­tion around a “Break­fast thought”. One is: Why do you have cof­fee dur­ing your break­fast but only af­ter your evening din­ner? In an­other, they re­ject the idea of a taste­less pill that pro­vides all the ba­sic nu­tri­ents. Through sev­eral TV and ra­dio ex­e­cu­tions, the end re­sult is the sight of the group tuck­ing into a hearty break­fast.

The cam­paign by DDB South Africa also uses out­door, on­line and live ac­ti­va­tions to an­nounce McDon­ald’s ex­tended trad­ing hours and launch its McMuf­fin break­fast. Its 122 branches will give away 1m English muffins to ed­u­cate rushed of­fice work­ers about its po­ten­tial as a “grab and go” break­fast.

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