To generate the buzz before its arrival, a teaser campaign was launched revolving around the bad egg jokes theme which flooded digital platforms like Facebook and Twitter. This created the pre-launch excitement before the product was introduced. Following this was an ‘Eggies' app contest, which engaged consumers.
The McEgg burger was then promoted heavily through prominent print and TV channels. Major radio stations promoted the product and aired its advertisements. The fun-filled campaign, crafted by Leo Burnett, showcases the young generation eating the burger and appreciating its nutritive value. Adding to the fun element is the ‘pakaak' sound which occurs after every bite. The intent was to communicate the product in an innovative way that would have great recall value and, at the same time, be humorous.
Commenting on the launch, Rameet Arora, Senior Director Marketing, Hardcastle Restaurants Pvt. Ltd. (HRPL), which spearheads McDonald's operations in West & South India, 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 McDonalds aim to be our customer's first choice and we are taking brand McDonalds 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."
Speaking about their association with Leo Burnett, Arora said: "Leo-Burnett is McDonald's globally aligned advertising agency. We work solely with them and do not do different campaigns with different agencies."
The campaign will launch its pan India outdoor activations on Aug. 15.