McDonalds had an ambition to become the breakfast destination of choice, anywhere, any day of the week. They wanted to grow their market share by increasing breakfast visits and stealing share from key competitors.
The also noted that strong growth is being experienced in later breakfast hours (10-11am), with soft growth during early breakfast. We needed an always-on media sponsorship at the right time to ensure McDonalds are present and top of mind at key morning moments to help drive sales.
To achieve these objectives, we orchestrated the sponsorship of 2FM Breakfast, a national breakfast platform that airs between 6am – 9am each weekday. The show is presented by a very popular trio, Doireann Garrihy, Carl Mullan and Donnacha O’Callaghan and has seen an increase in listenership across a wide range of audiences in the most recent JNLR release.
The partnership has been very successful and has a range of different touchpoints across radio, social media, digital audio, and outside broadcasts. While we cannot attribute the growth in sales solely to the sponsorship (due to other ATL activity that was taking place across TV, Radio, and OOH) it certainly played its role in reaching the core 1544 audience, which we can see from the results of the sponsorship delivery.