Running head: MCDONALD’S MARKETING CAMPAIGN ANALYSIS 1

McDonald’s Marketing Campaign Analysis

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McDonald’s Marketing Campaign Analysis

McDonald's fast-food giant recently initiated a campaign that entails several Television

adverts. The campaign aims to improve the firm's relations with clients by affirming the

consistent reliability of the firm in delivering client preferences amid changing aspects of

socialization due to the corona pandemic. Firstly, the campaign tries to assure the clients that the

firm is still committed to offering them safe and hygienic food as it has always done. The

campaign also guarantees customers that even though the rules of engagement have changed,

everyone still has a chance to enjoy the tasty, safe, and hygienic food products that they have

always been relishing from McDonald’s. Again, the campaign alludes to the numerous

convenient channels that the firm offers to ensure that all clients can enjoy their preferences

promptly, irrespective of their location. Typically, the new campaign intends to assure clients of

safe and quality products and effective delivery amid the shift in social interaction, enhancing

trust central in improving their relationship.

One of the key videos that are part of the campaign is entitled "Safe and Hygiene-

McDonald's Golden Guarantee." The advert features family and close friends enjoying various

McDonald's products in different places amid the new world setting, necessitating social

distancing and limiting people from dining together as a group. The advert features a grandchild,

and her grandfather is taking burgers and sharing the experience via video call, and a man who

friskily wakes her wife, who has dozed off in her car and offering her McCafe coffee. It also

features friends residing in a story building creatively sharing McDonald's French Fries, drawing

them down in a clean well-wrapped basket. The advert acknowledges people's urge to share food

with those close to them and intends to show them that this can still happen amid the Covid-19
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regulations. The advert is assuring, taking into consideration even the place of technology in

connecting loved ones, aiding sharing of McDonald’s reliable products.

The advert strategically appeals to the emotions of viewers, making them find pleasure in

it. Firstly, the advert qualifies in regard to pleasantness because it arouses positive emotions

among viewers. Watching the video elicits several positive emotions, including those of love,

joy, and amusement. The grandchild and grandfather's connection as they enjoy a burger

expresses joy, and it fascinates viewers for the scene is appealing. Feelings of love are elicited by

the caring husband who wakes her wife to offer a cup of McCafe coffee. Also, the video makes

the viewers amused through the way friends residing on different floors of a building share

McDonald's French Fries. All these emotions are instrumental in appealing to viewer's ethos and

triggering their liking for Mcdonald's.

Humans are deemed as social beings who like socializing and being recognized and

treated with love. For this reason, the positive emotional appeal made to audience via the video is

simple but very exciting, for it inspires interactions through sharing. It is fascinating for family

members to connect, and the way the grandchild and her grandfather strategically connect

through the video call is enthralling. The video also shows how lovers could expend care to their

partners, placing Macdonald at the center of it, which is mesmerizing. This depiction allures

partners, showing them that the firm cares about their need to show their love and care to one

another through its products. It is also fascinating to see friends sharing some French fries while

observing the coronavirus safety rules. In all three instances, the video elicits excitement and

fascination to viewers through the allusion to enhanced family, relationship, and friends'

connectedness bridged by their products.

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Lastly, the advertisement establishes viewers' control, making them feel that they can

enhance their happiness via McDonald's products. The video exhibits that individuals can attain

happiness by sharing their preferences with family and friends. It affirms the essence of staying

delightful even though the ways of interactions and sharing have changed, convincing viewers

that they can still be in charge by expensing their love. The video achieves this by showing that

one can still share their favorite meal/ drink with their loved ones and express their love because

the firm's products remained unchanged by the shift in interactions. The video persuades viewers

to take charge and be instrumental in shaping their relationship through a gesture of sharing

while still maintaining social distancing.

The video applies aspects of Neuromarketing by exploiting emotions to create a positive

brand image favorable to the clients. Research in Neuromarketing affirms that clients'

purchasing decisions are greatly influenced by their emotions (Hafez).This implies that the

emotional appeal made by the video to viewers is important in achieving the campaign's central

aim of improving relations with the client. One of the essential attributes of improving customer

relations is customization and personalization of clients by a company. This attribute infers that

the customers of a firm desire to be treated as humans and not being merely gauged statistically

in regard to their purchasing behavior. The video acknowledges the consumers as humans

through the emotional appeals discussed above. The advert looks at the clients as people who

need to socialize and share their tastes with friends, family, or partners, even with changing

structure of socialization requiring social distancing. Viewers who may engage with that advert

are more likely to like the firm, seeing that it recognizes their emotional desires and does not

perceive them as an asset to boost sales. Even though the ultimate intent of the advert is to boost

sales and give the company an advantage over competitors, the emotional appeal makes it
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primarily concerned with the client's wellbeing. The emotional appeal in the video thus

contributes to making the clients feel valued by the firm, triggering their liking of the firm, a

factor that could make them inclined to buy the firm's product.

Again, the advert affirms viewers that the firm cares about them and is willing to help

them express love through sharing with their loved ones, appealing to the emotions of love and

care. The video also ends with an affirmation of the consistency of the firm's quality over time

through the inclusion of its key attributes, including maintaining social distancing, frequent

sanitization, food traceability, and regular health checks. The narrator also asserts that "some

things haven't changed" to guarantee clients, the firm has not lost its grip due to the pandemics

distraction(16-17). This way, the video's emotional appeal and allusion to quality attribute aids

in generating trust among the clients. Building trust with clients is a key pillar that firms can use

to improve their relations with clients and boosting their business. That said, the emotional

appeals made in the advertisement are instrumental in bettering the client’s perception of the

firm, enhancing a good relation.

Additionally, the emotional appeal made through the text allows the firm to offer the

right content at the opportune moment, enhancing customer relations. For instance, the

grandfather and her grandchild still connect and share a burger despite being far from each other.

This instance triggers emotions among readers, for the connection is fascinating. At the same

time, the instance shows that the firm is taking into consideration the need to maintain social

distancing amid the coronavirus pandemic. The relatives connect through a video call and still

share a burger without violating the need to maintain social distance. Even the friends who reside

on different floors in a building share French Fries expensing love and care while maintaining

distance differences. This way, the advert sends a strong message to viewers exhibiting that it is
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possible to enjoy and interact with loved ones and still observe distance restrictions. This way,

the advert exploits emotions to show its consideration of changing times. The strategy is

instrumental in pushing the firm’s intent to enhance interaction with clients by establishing a

rapport in regard to the current social issues.

Macdonald's advertisement appeals to the viewers' emotions by making them feel valued

as rational humans through the recognition of their needs to socialize and express love. The

technique is essential in boosting influence over clients' decisions, making them more likely to

opt for McDonald's firm products. Overall, the advert exploits gain tactic, by showing viewers

that shopping at McDonald restaurants ensures

The advertisement is thus effective in influencing client perception of the brand and

boosting their trust with the firm. These attributes result in better connections between the client

and the firm, enhancing their relations with the firm, and promoting the business.