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MCDONALD'S
Barcelona, Spain
In the summer of 2019, I studied international advertising in Europe. When I was in Spain, my group and I were asked to make McDonald's a place of consideration for Spanish consumers when it came to going out for tapas and create consumer awareness about their new tapas line.
When starting to produce this campaign, we conducted extensive primary and secondary research in order to gain perspective into how the Spanish community viewed McDonald's. To do this, we interviewed students and faculty at the University of Barcelona. Here is what we discovered.
When looking at the McDonalds' Spain website, we noticed something interesting. They had a tab dedicated to families. We thought that this was unique and this is how we chose the target audience for this campaign.
Here were some of the personas for this "McFamily" target audience.
After taking into account the idea of families and McDonald's fostering a sense community with this new tapas line, we wanted to see what tapas meant to the Spanish community.
This idea of a shared experience, language, and emotion lead us to another thing valued by the Spanish community.
After combining the relevance of futbol and family, we arrived at our big idea.
To fully flesh out this idea, we discovered that so many family gatherings occur around a table. Moving forward, we used this as a symbol in our campaign to represent family connection.
We decided to implement the idea of the table into the physical restaurants in order to encourage consumers to hang out and watch fútbol at McDonald's.
With this cool new feature implemented in select Spain locations, we created print, social, and video ads to spread awareness to the target audience.
In order to measure the success of this campaign, we had the following goals.
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