Advertising Capstone Challenge Australia 2019

Client: McDonald's Australia
Advertising Agency: DDB Sydney

McDonald’s Australia Sustainability 2020 Brief

Business Goal
Regain share from QSR close competitors & increase McDonald’s traffic market share within
QSR by +3%, from 46% to 49% by June 2020.

Marketing Goal
Cement McDonald’s as a preferred fast food destination by
improving our “Brand I love” and “Brand I trust” brand scores by +2pts, from 46pts to 48pts by June 2020.

Desired Consumer Action
For Aussies to choose McDonald’s without hesitation because it’s an easy feel-good choice.
Macca’s is more than just convenient; it’s a positive and rewarding ‘eco-friendly without compromise’ experience
that I’m guaranteed every time.

Communication Goal
For too long a convenience culture has been a roadblock to sustainability. We want to change that.
We want to make convenience and sustainability go hand-in-hand.