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McDonald's celebrates Moments of magic

Media release
5 February 2008

McDonald's celebrates Moments of magic

McDonald’s has launched a new brand advertising campaign, Moments, designed to capture the unique rituals or 'moments' which make McDonald's special to its customers.

Justin Watson, McDonald’s Director of Marketing, says the key to the campaign is its honesty.

“Moments is a light-hearted series of ads based on unique and universal truisms about eating at McDonald's.

"Whether it's that Big Mac you savour after sport, knowing you can get a great value snack, or taking a sly bite of your partner's food when they're not looking –this campaign celebrates the fun people have with McDonald's, sharing others' and their own dining rituals" says Mr Watson.
The first Moments advertisements to screen as part of an ongoing campaign are:

* 'Making it last', which shows a typical Kiwi guy enjoying McDonald’s most iconic burger - the Big Mac. In an attempt to make it last just that little bit longer he slowly dabs away at the bits of lettuce and sesame seeds left over in the box.

* 'Transaction Accepted' portrays a universal angst we’ve all experienced waiting for an EFTPOS transaction to go through when we’ve got limited cash in the bank. This advertisement reinforces McDonald’s great value offering with a $2.50 Baby Mac burger.

* 'Sly bite' captures the spontaneity of a McDonald’s moment and the temptation of a McDonald’s Hash Brown. A couple is having breakfast and while the guy steps away from the table his girl takes a sneaky bite of his hash brown. To avoid being caught she places it back in the packet upside down!

“We're showcasing our new restaurant designs in the ads too, and over the course of the campaign we'll extend Moments to show how our menu continues to change and evolve over time,” says Mr Watson.

Most of the new campaign ads finish with a new 'heart' symbol, together with a tagline to capture the specific McDonald's moment.

The new brand campaign will run alongside a range of other McDonald’s campaigns such as the popular Take A Closer Look series and promotions.


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