McDonald’s escapes to the future

McDonald’s Ireland is hoping to tap into an escapist mood in its target market, with its new €1million advertising campaign for its recession friendly Eurosaver menu.

8th January, 2011
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McDonald’s Ireland is hoping to tap into an escapist mood in its target market, with its new €1million advertising campaign for its recession friendly Eurosaver menu.

The ads project Ireland 200 years from now, with futuristic scenarios that show people behaving in a familiar way, mainly having fun with friends.

Marketing manager Roma O’Connor said the ads drew on two insights into current Irish consumer thinking: a widespread desire to be optimistic for...

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