- Elaine Wong
At a time when consumers are spending more at the pump and eating
out less, McDonald's and Burger King are reinforcing their value
message.
Beginning Sept. 1, McDonald’s will debut five new ads. The first of
the spots, "Hip Pocket," plays up the value factor with phrases
like, "Fresh flavor with change to spare. I do love the sound of a
tasty deal."
Another ad, called "Can't Wait," opens with a student walking into
the study hall of a library and placing two Egg McMuffins on the
table. He eats one, looks at the other temptingly, and gobbles it
down before his study mate arrives. It promotes McDonald's two for
$2 Egg McMuffin offer.
The new wave of McDonald’s ads break the same day that Burger King
is rolling out its "reverse pickpocket" campaign. Ads airing Sept.
1 show the King putting money back into consumers’ wallets. The ads
promote Burger King’s latest addition to the BK Value Menu, its new
Cheesy Bacon and Spicy Chicken BK Wrappers, which retail for $1.39.
Crispin Porter + Bogusky, Miami, is the agency.
The new ads come at a time when consumers need the message most,
said Ron Paul, president of food industry research firm Technomic,
Chicago. "People are looking for ways to save money on things they
buy," he said. "They can't control the price of gas or heating oil
or how far they have to drive to work. But if they can save money
where they have some discretionary income to spend, then this is a
great way to do it.”
The new McDonald’s advertising will run through Feb. 28. Moroch,
Dallas, McDonald's agency for breakfast advertising, created the
spots.
McDonald’s spent $769.9 million on U.S. media last year (not
including online), per Nielsen Monitor-Plus. Burger King doled out
$257.3 million.
The recent spate of value advertising is indicative of what is to
come, Paul said: "You'll continue to see a lot of value messages
out there.”
McD's, BK Bolster Value Message
Aug 28, 2008
- Elaine Wong
At a time when consumers are spending more at the pump and eating out less, McDonald's and Burger King are reinforcing their value message.
Beginning Sept. 1, McDonald’s will debut five new ads. The first of the spots, "Hip Pocket," plays up the value factor with phrases like, "Fresh flavor with change to spare. I do love the sound of a tasty deal."
Another ad, called "Can't Wait," opens with a student walking into the study hall of a library and placing two Egg McMuffins on the table. He eats one, looks at the other temptingly, and gobbles it down before his study mate arrives. It promotes McDonald's two for $2 Egg McMuffin offer.
The new wave of McDonald’s ads break the same day that Burger King is rolling out its "reverse pickpocket" campaign. Ads airing Sept. 1 show the King putting money back into consumers’ wallets. The ads promote Burger King’s latest addition to the BK Value Menu, its new Cheesy Bacon and Spicy Chicken BK Wrappers, which retail for $1.39. Crispin Porter + Bogusky, Miami, is the agency.
The new ads come at a time when consumers need the message most, said Ron Paul, president of food industry research firm Technomic, Chicago. "People are looking for ways to save money on things they buy," he said. "They can't control the price of gas or heating oil or how far they have to drive to work. But if they can save money where they have some discretionary income to spend, then this is a great way to do it.”
The new McDonald’s advertising will run through Feb. 28. Moroch, Dallas, McDonald's agency for breakfast advertising, created the spots.
McDonald’s spent $769.9 million on U.S. media last year (not including online), per Nielsen Monitor-Plus. Burger King doled out $257.3 million.
The recent spate of value advertising is indicative of what is to come, Paul said: "You'll continue to see a lot of value messages out there.”