McDonald's France and most specifically in Béziers wanted to respond to the aggressive arrival of a direct competitor within the catchment area of its restaurants.
McDonald's Béziers commissioned the French ELMA member Adrexo to distribute 107,000 leaflets between 23 May to 2 June 2017 within the catchment area of 6 restaurants
The LINK leaflet was made up of 4 pages and included 12 promotional offers valid from 29 May to 14 July
Impact on McDonald's Reputation
An overall 75% adoption rate (25% of those polled declared that they liked the advertising very much)
86% recall rate from readers who remembered seeing the reduction coupons
Impact on McDonald's Brand Awareness
71% of readers found that the LINK leaflets projected a very positive brand image for McDonald’s
69% of readers found that they were more inclined to read the Mcdonald’s LINK leaflet over other leaflets.
Impact on Sales
Recruitment of new customers and incentive for purchase: 15% of non-McDonald’s customers said they wanted to use the coupons
Trial and adoption: 18.2% of people who received the McDonald’s LINK leaflet went to one of the 6 advertised restaurants and used the coupons