McDonald's goes back to advertising as it celebrates 'return of the mac' McDonald's is launching a major new marketing campaign to mark the reopening of its restaurants after falling "briefly silent" during lockdown. McDonald's is launching a major marketing campaign celebrating its return to the high street following the closure of the majority of its restaurants during the coronavirus lockdown. 'Welcome Back', created by Leo Burnett London, shows people happily eating their McDonald's for the first time since reopening's began. Opening with a little girl anxiously pressed up against a window watching for her McDelivery to arrive, the ad shows a range of people eating their McDonald's whether received through drive- thru, takeaway or delivery, to the sound of the song Return of the Mack by Mark Morrison. It ends with one woman declaring "I'm so happy" as she tucks into a Big Mac. Launching today (17 July 2020) the campaign will run across TV, out-of-home, social media and radio for six weeks. McDonald's UK and Ireland vice-president of food and marketing, Michelle Graham-Clare, says: "Thinking back to the start of the year, we could never have imagined needing to close all our restaurants, switching off marketing and despite being the UK's biggest restaurant company - falling briefly silent. "Our return to national advertising, celebrates those rituals and moments our customers have spent the last four months telling us they're missing. It is fantastic to be able to return with a knowing nod to the little ways our customers enjoy our food in different ways." McDonald's shut all its restaurants in March due to the coronavirus pandemic but is slowly reopening them as lockdown restrictions ease in the UK. The company restarted its delivery and drive-thru in mid-May and last month opened up for takeaway. It has been running reduced hours and menus but has seen long queues as it struggles to keep up with high demand. Graham-Clare adds: "Our restaurant teams and franchisees have worked tirelessly to return to the communities in which we operate and I am delighted to capture the joy of those much-missed McDonald's moments in this campaign." Speaking last month, about the appointment of a new global CMO, McDonald's CEO Chris Kempczinski noted the importance of marketing as the brand recovers from shutting its stores. He said: "As we emerge from this global pandemic, consumers' trust in the McDonald's brand and compelling marketing programmes in every country where we operate will be critical to re- establish the strong business momentum we enjoyed leading into this crisis." https://www.marketingweek.com/mcdonalds-returns-marketing-coronavirus/ Questions - All questions are compulsory. 1. What impact did coronavirus and lockdown make to McDonalds UK? (5marks) 2. Advertisement is the cornerstone of how marketers maneuver their way to reach out to the consumers to sell their products. Discuss this statement in detail with view to how McDonalds is making its comeback on its reopening. (8 marks) 3. Paragraph 5 .... "McDonald's UK and Ireland vice-president of food and marketing, Michelle Graham-Clare, says: "Thinking back to the start of the year, we could never have imagined needing to close all our restaurants, switching off marketing and despite being the UK's biggest restaurant company - falling briefly silent." Discuss what do you understand by the term... "falling briefly silent." (3marks) 4. What are some of the mediums that McDonalds UK has used for launching the McDonalds come back campaign? (4marks) 5. Discuss your views on customer satisfaction, trust and loyalty from this case study - do you think loyalty and trust is built on the basis of customer satisfaction? (8marks) 6. Paragraph (9) _2nd last paragraph... "Speaking last month, about the appointment of a new global CMO, McDonald's CEO Chris Kempczinski noted the importance of marketing as the brand recovers from shutting its stores." Discuss from the lessons learnt from this course and through your own experiences why do you feel that McDonald's CEO emphasized highly on importance of marketing especially when a brand recovers as a result of shutting its stores. (8 marks) 7. With covid19 pandemic and McDonalds in Fiji context, share your views how you have been affected as a consumer towards purchasing McDonalds products and if there have been any changes towards your buying behavior