Connecting McDonald’s to the New England Community

SHIFT has helped drive local consumer engagement through feel-good campaigns, media and influencer relations, events and crisis communications since 2012

Insight

McDonald’s needed more immersive, community-oriented local events and feel-good campaigns to connect with audiences and create brand affinity

The Program

SHIFT supports a network of McDonald’s owner/operators across the New England region. Through traditional media and influencer relations, events, buzz-worthy activations, crisis support and more, SHIFT works diligently to support the overall brand, promote new product launches, position McDonald’s as an employer of choice and engage with each restaurant’s local community.

To do so effectively, SHIFT analyzes key audiences, such as millennials, families, the budget-conscious and convenience-seeking consumers, and develops authentic and impactful brand experiences and storytelling moments that continue to generate consumer and community engagement across the region. Here’s an overview of some of our favorite campaigns to date:

Big Mac ATM

To create buzz around the launch of the new menu items, SHIFT launched a customized digital ATM at the Kenmore Square McDonald’s to distribute free samples of the new Mac Jr., Grand Mac and classic Big Mac sandwiches. The event took a true integrated approach across paid, owned, social and earned and drove a steady stream of customers wrapped around the block.  ​

Happy Meal’s 40^th Anniversary

To generate exposure and drive purchases, SHIFT sent limited edition Happy Meal mailers to traditional media and social influencers with vintage-inspired Happy Meal toys from past decades to help older millennials and families tap into the feeling of nostalgia and to create shareable moments. SHIFT also leveraged traditional media pitching to spread awareness across the region.

Employer Brand Love

When McDonald’s faced a major labor shortage during a critical time for the business, we created new ways to showcase its special work culture and boost applications. We paired a “Crew Member For A Day” campaign — putting local influencers behind the counters to share our hiring message out authentically — and earned media — focused on first-person accounts of the restaurants’ caring culture — to boost the employer image and applications.

Essential Worker Appreciation with McDelivery

Amid the national COVID-19 pandemic caused, we refocused PR efforts on positioning McDonald’s as a good neighbor, trusted community partner and caring employer. SHIFT worked directly with local owner/operators to coordinate hot and fresh breakfast donations via McDelivery to support healthcare workers and first responders across all six New England states.