Big Mac Special Sauce Integrated Communications

McDonald’s launched a nationwide campaign to create excitement about two limited-time menu items joining the iconic Big Mac family: the Grand Mac and the Mac Jr. The centerpiece of the campaign was a one-time promotional giveaway event. McDonald’s released for the first time a limited amount of numbered, consumer-size bottles of the popular “special sauce” for which the Big Mac is known. Of 10,000 promotional bottles of sauce, 250 bottles were for Houston.

The Challenge

CKP, as McDonald’s Houston’s agency of record, had to determined where and how to distribute the coveted bottles of Big Mac Special Sauce to McDonald’s fans as well as how to effectively translate the Big Mac Sauce Giveaway into both positive buzz and sales. Research had shown that an overwhelming majority of millennials had never tried a Big Mac. McDonald’s wanted to make a concentrated effort to reach this group on a local level with targeted, grassroots efforts.

CAMPAIGN GOALS

Generate awareness and buzz
Increase sales of the Big Mac with millennials
Engage the Asian, Latino, and African American consumer markets
Localize the national promotion with a distinct Houston character

The CKP Approach

We partnered with three Houston chefs with strong social media presence to produce videos featuring their Special Sauce creations. The videos were shared on multiple channels and they received local and national press coverage. Our content was prioritized and complemented with micro-influencer engagement and earned media.

These strategies were amplified with a blended advertising strategy. The creative curated and shared the brand story through original photography, videography, and copywriting for press, advertising, and social media.
We focused the giveaway to 5 locations to reach the highest possible number of fans around the city. The McDonald’s at the University of Houston was chosen to harness the passion of millennials.

CKP optimized on-site brand presence to engender user-generated content by enhancing the giveaway locations with selfie frames, props of McDonald’s items, a step-and-repeat, and having Grimace, Birdie, and Hamburglar on hand to pose with guests. A recap video was shared across local social media channels, which drove a flurry of post-event social media and publicity.

Integrated Communications Strategy

Integrated communications planning

Content Marketing

Content marketing strategy and execution

Influencer Marketing

Influencer marketing

Media Relations

Media relations planning and engagement

Advertising

Digital advertising strategy, execution and management

Video and Photography

New lifestyle photography

Video and Photography

New content video series

Creative Services

Event concept, brand activation and management

Meaningful Results

Our earned campaign led all US McDonald’s markets by a significant margin. CKP’s local Houston social media campaign also significantly outperformed other US McDonald’s markets. The ultimate goal of this campaign was to create awareness and interest in the new and existing Big Mac products.

Sales of Big Mac menu items increased 90% in the Houston market following the campaign. As McDonald’s would say, people were lovin’ it.

Video Storytelling

Awards

Public Relations Society of America HoustonConsumer Products & Services Marketing Campaign

Hermes Creative AwardsProduct Launch

Highlights and Objectives

Media Placements

Cumulative Impressions

Publicity Value

Increase in Facebook Engagement

Increase in Twitter Reach

Increase in Big Mac Sales

What Our Clients Say

It is a joy to work with CKP. The CKP team comes to the table listening to our goals and objectives and provides the best counsel and approach to help achieve those. Their creativity and openness to brainstorm new ideas have positively impacted us, and we are so grateful.

Dana Edwards

United Fitness Partners, Planet Fitness, Senior Corporate Communications & PR Manager

CKP provided invaluable counsel in support of CenterPoint Energy’s strategic communications efforts. The team produced insightful creative assets for key initiatives, enabling us to manage stakeholder communications effectively and deliver impactful messages with ease and accuracy. CKP’s expertise and innovative approach significantly enhanced our engagement efforts. The bespoke solutions they delivered not only met but surpassed our expectations.

Jason M. Ryan

CenterPoint Energy, Executive Vice President of Regulatory Services & Government Affairs

CKP have been incredible partners for the Houston Symphony, allowing us to grow our reach and deepen our impact. They’ve helped us build our brand through strategic marketing and communications initiatives. Their expertise has guided the organization through how to layer key messages that meet immediate needs and goals in with evergreen brand campaigns that reinforce long-term strategic priorities. The CKP team works seamlessly with our in-house marketing and communications staff here at the Symphony. They leverage what we do to elevate collaborative outcomes, and they are an integral part of our marketing and communications operation. Because of the background of their own team members, they offer a depth of industry understanding that enables real clarity around what is possible, what are opportunities, and where the limitations might be. They have amplified our work and helped enable us to achieve our earned revenue and brand-related goals.

John Mangum

Houston Symphony, Executive Director and CEO

CKP provides crucial support to Da Camera in the areas of media relations, content marketing, advertising and social media, allowing us to make dramatic forward strides in those areas. It’s invaluable to our organization to be able to draw on the deep expertise of the CKP team. CKP is always responsive and focused on our needs.