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McDonald’s® ‘Welcomes’ Canada to its new brand campaign

New initiative showcases the rituals, routines and experiences celebrated across the country


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TORONTO, ON (March 3, 2015) – For the first time, McDonald’s Canada is shining a spotlight on its guests, employees and suppliers with the launch of its new campaign called ‘Welcome to McDonald’s®’ which serves as a platform to showcase people’s real stories and connections with the brand. Building on the brand transparency established in 2012 with Our food. Your questions.® a game-changing  interactive online platform, this approach takes transparency to a new level, now with an emphasis on people.
 
From an Abbotsford, BC’s soccer team celebration to New Brunswick farmers who grow the potatoes for its fries to a father in downtown Montreal waiting for his daughter to finish her shift, McDonald’s Canada caught real moments with real people inside the restaurants - unpolished and unscripted.
 
“This campaign is honest, human and genuine and it focuses on the diversity of real people who make our brand special,” said Antoinette Benoit, Senior Vice President, Marketing for McDonald’s Canada. “McDonald’s has always been about connecting with people from every walk of life —the guests of all ages coming to our counters, the employees ready to welcome them and the many Canadian suppliers who provide the food they love.”
 
The launch is part of the company’s new brand vision which focuses on celebrating its strong Canadian ties.  Since opening the first restaurant in Canada in 1967, McDonald’s has provided a common ground, a place where differences come together and connections happen.
 
“When we say ‘Welcome to McDonald’s’ we’re saying welcome to the nearly three million people – each with their unique stories – that we serve in our local restaurants, every day,” added Benoit.   
 
The campaign at a glance:

  • 450 people were interviewed
  • More than 10,000 photos shot
  • 115 hours of film taken over two months at 35 different locations across the country
  • All the stories and images of the people featured in the campaign are available on a dedicated digital hub at welcometomcdonalds.ca

Beginning March 3rd and running for five weeks, the new initiative is supported by an integrated advertising campaign which includes TV, OOH, digital takeover, cinema, a digital hub, wild postings and transit dominations across Canada.
 
About McDonald’s Canada
McDonald’s is the leading foodservice company in the world. McDonald’s Restaurants of Canada Limited and its Canadian franchisees own and operate more than 1,400 restaurants with more than 85,000 employees from coast-to-coast. Approximately 80 per cent of McDonald’s Canadian restaurants are locally owned and operated by independent entrepreneurs. For more information about McDonald’s Canada, visit www.mcdonalds.ca or follow us on Twitter (@McD_Canada), Facebook (Facebook.com/McDonaldscanada) and Instagram (Instagram.com/mcdonaldscanada) for updates on our business, promotions and menu items.
 

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For more information, please contact:
McDonald’s Media Relations
1-877-786-3342

@McD_Canada


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