In 2014, McDonald’s Australia launched their Create Your Taste offering as a way to bridge the gap between the current consumer experience at McDonald’s and the popular gourmet burger alternative. The strategy was to capitalise on the evolution of gourmet burgers whilst retaining the current efficiency model to provide a point of difference and cement McDonald’s position in the market.
Fuel won its pitch to work with Macca’s to develop and manage the path to purchase and consumer touch points for the test phase of Create Your Taste. We created outdoor advertising, in-store consumer experience at entrance, POP advertising and call to action, kiosk branding, at-table experience, POS and social media engagement. The successful launch and test phase led to a national roll out which ultimately aligned with Global direction.