In order to drive brand reputation and sales for the launch of McDonald’s new $1 $2 $2 Dollar Menu, we developed a communications program based on the cultural insight that Latino consumers are clever value seekers. We partnered with El Chapulín Colorado, one of the most iconic (and clever) characters of Latin American television, to launch a multi-pronged communications plan. Tactics included a tease campaign, media tour, tentpole in-store activation and limited edition giveaways featuring el Chapulín Colorado elements and $1 $2 $3 Dollar Menu items.
The program resulted in a 10.7% increase in traffic to the restaurants and a 2.7% increase in sales. Efforts generated over 70 national and local media placements, 90MM impressions of national coverage, 7.6MM impressions of local coverage and 8.7MM earned influencer impressions.