McDonald’s welcomes foodies with ‘The Big Hug’

With the opening up of markets and travelling of people for work and leisure, McDonald’s India, North has launched a fresh marketing plan with a new food item on the menu called The Big Hug. It highlights people’s desire to hug their loved ones during social distancing. The fast food brand seems to be trying to get the customers back in its outlets post-lockdown with an aggressive outdoor marketing strategy.

The marketing plan involved OOH media as the primary mode of advertising where the brand has launched a campaign in the northern part of the country including Delhi NCR, Punjab, Haryana, Uttar Pradesh, Kolkata and Patna. The campaign has been executed by Glo, OOH arm of LUM.

Majority of the media branded with ‘The Big Hug’ have been spotted near markets, malls and popular hangout spots where McDonald’s outlets are located. The strategy has been designed to drive footfall to these outlets. It is learnt that around seven different creatives have been rolled out to lure the customers with the outdoor campaign.

In order to achieve the desired marketing outcomes, the brand has panned out a variety of media formats, especially large size formats such as billboards, unipoles, mall façade and many more. Moreover, installation of cylindrical LED screens inside malls believed to create a strong impact because of attractive branding.

The OOH agency was not available for the comment.