RAPP Worldwide | Agency Profile, Contacts, AOR, Client Relationships
Service: crm, direct marketing
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RAPP Worldwide Contacts
|Steve T.||Chief Financial Officer - Global||NY|
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|Devin O.||Global Chief Diversity & Equity & Inclusion & Communications Officer||NY|
|Marco S.||Chief Executive Officer - Global||NY|
|Troy H.||Global Chief Innovation Officer||NY|
|Heather S.||Senior Vice President & Executive Producer||NY|
Gen-Z, Millennial Parents Opps: McDonald's plans 2021 launch of plant-based food amid digital ad spend increase (Score 73)
In 2021, begin offering plant-based burgers, chicken substitutes and breakfast sandwiches. These options will appeal to vegetarian and other diet-restricted consumers, an audience that tends to consist highly of Gen-Z and millennials. McDonald's reported market-beating profits for Q3; while it will not disclose which supplier will be behind its McPlant products, Beyond Meat insists it's involved. We expect McDonald's will advertise this new line heavily.
Per execs in its Q3 2020 earnings call, McDonald's is leveraging its "sizable" marketing investment to reach consumers looking for reasons to eat out again after not having been able to due to the global pandemic. The company is investing in multicultural brand sponsors such as Travis Scott and J Balvin; it will continue adding to this list in the future.
According to iSpot, McDonald's 2020 national TV commercials target Gen-Z and millennials with a skew toward male sports enthusiasts and parents via programs such as NFL Football, Ridiculousness, NBA Basketball, Friends and SpongeBob SquarePants. YTD spend of approximately $399.4m marks a % decline from the approximately $495.4m spent by this point last year; McDonald's full 2019 spend dropped by % to $581.6m from $628.8m in 2018.
So far this year, Pathmatics reports the company has generated 5.9b digital impressions via desktop video (56%), Facebook (20%), desktop display (7%), Twitter (6%), mobile video (4%), Instagram (4%) and mobile display (2%) ads. 96% of desktop video ads were placed site direct onto destinations such as youtube.com, yahoo.com, uproxx.com, hulu.com and twitch.tv. YTD, McDonald's has allocated around $64.6m toward this channel, up % from the roughly $45.8m spent in the same 2019 timeframe; its full 2019 spend of $58.3m marks a % increase from the $52.9m allocated in 2018.
Additionally, Magellan reports McDonald's has aired a whopping (sorry not sorry) 462 ads within the past year.
As you can see, lower national TV spend has allowed higher digital spend; this shift, along with McDonald's upcoming launch of plant-based products, reinforce its primary target demographic of Gen-Z and millennials with a skew toward parents. The company also invests in OTT, and Kantar data reports it utilizes OOH, print, radio and local broadcast.
Agency & martech readers - To the best of our knowledge, McDonald's roster hasn't changed since the hire of UK-based CMO Alistair Macrow in Huge (digital). You may also want to try to secure project-based work. Those around McDonald's Chicago headquarters may have the upper hand.