TBWA\Zurich launches "Deals for every you" campaign for McDonald's Switzerland
With its new platform, «Deals for Everyone,» TBWA\Zurich brings together the wide variety of offerings from McDonald’s Switzerland under one umbrella. For the first time, the campaign unites various deals under a single overarching communication concept and highlights the diversity of the offerings.
For the first time, McDonald’s Switzerland is unifying its various deals under a single overarching communication concept. The new «Deals for Everyone» platform from TBWA\Zurich provides a clear unifying theme for the various offers—from McDeals Snacks and McDeals Menus to the Happy Meal and McDeals Weeks—while also highlighting their diversity.
The challenge was to bring together this diversity of messaging without pitting individual offers against one another or making it harder for guests to navigate the options. The «Deals for Everyone» platform resolves this tension by bringing all offers together under one roof while clearly differentiating them. In doing so, McDonald’s underscores its strength as a brand for small, affordable moments of enjoyment in everyday life—moments that are simple, suitable for any occasion, and available at any time.
New Visual System for Clear Navigation
A new visual system supports the platform's logic. Different color schemes organize the product families and make them instantly recognizable across all channels. This allows guests to see at a glance when and where there's something to discover and save on.
A platform film produced by TBWA\Zurich and director Max Fisher reinforces the emotional overarching theme of «Deals for Everyone.» It portrays McDonald’s as a companion through various stages of life and everyday situations. Under this overarching theme, McDonald’s will highlight different offers from the McDeals family throughout the year. The campaign thus highlights the many everyday occasions when even the smallest treat makes the day a little easier—and how McDonald’s makes these moments possible for everyone.
Responsible at McDonald's Switzerland: Kat Howcroft, Sandrine de Cerjat; In charge at TBWA\Zurich: Manuel Wenzel, Sabrina Brandenburger, Mark Taylor, Mark Levay, (Creation), Marion Schwager, Maryna Pavlichkova (Consulting), Nicolao Negrello, Domenico Catena (Production); responsible for Film Production: TUNA Production AG, EP - Tufan Tuna & Derya Tuna, Director- Max Fisher; SoundStudio: JingleJungle AG.
