2014 Winners & Shortlists

Results and Effectiveness

Not only did we spread the word about our breakfast menu, generating more traffic to the McDonald's branches and breakfast delivery, but we also got people to share the 'Happy Breakfast' greeting cards, while also tagging their friends who are morning people they wanted to greet.

Creative Execution

We created the McDonald’s breakfast “Happy breakfast” greeting cards, which celebrate our heroes, all the morning people out there such as the morning memer, the person who spreads joy on his social media pages sharing things that other people would get to enjoy. We uploaded a couple of "Happy breakfast" cards every morning for Facebook fans, in both English and Arabic.

Insights, Strategy and the Idea

Happy breakfast McDonald’s Breakfast greeting cards For the McDonald’s breakfast re-launch, we wanted to get our official Facebook page's fans excited about the breakfast menu and create a buzz about it. Since our breakfast menu runs between 7am and 11am, our target was mainly the people who would be awake and active throughout these hours of the morning. In other words, all the "morning people."