09 Mar 2023
Last month, fast food giant McDonald’s took over Queen’s Stone on the Southbank to promote the return of their McSpicy burger. Parking up in a highly recognisable branded airstream, the brand filmed talent giving away free burgers to passers by.
With numerous experiential campaigns booked with us, countless OOH ads plastered down busy streets, and continuous tv commercials streaming across the world, it doesn’t appear as though McDonalds marketing spend is slowing down any time soon. But as the global market leader for the fast-food industry since 1940’s, why does such a well-known brand need to continue advertising?
No matter how well established and recognised a brand may be, records have shown even the most successful brands can be forgotten. Successful marketers understand the principle that any memory must be repeatedly enhanced in order to be retained, hence even the most well-known brands continually executing new campaigns to reach and hold on to their audiences. This is not to say that every successful brand's objective should be to continually plaster ads in as many places as they can. Many luxury brands don’t see the benefit of plunging large proportions of marketing spend into global ads, with their target market a more specific segment, campaigns of such nature would be wasted on the wrong audience. McDonalds on the other hand, do benefit from such strategies, with a much wider target demographic. The benefit of campaigns, such as sampling the McSpicy on the Southbank, paired with tv and OOH, is monumental for a market leader to retain its position at the top. For this particular campaign, the brand is not only reminding consumers of the brand, but keeping them up to date with new products to ensure they feel connected, generating and retaining their most significant achievement, brand loyalty. If you don’t advertise, your competition will.
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