Of the brands kept in the hearts of Brazilians, McDonald’s is one of the most beloved. The memory goes from the unforgettable Big Mac jingle, launched in 1974 and which arrived in Brazil in 1983, to the launch of Drive-Tudo, this year. Two hamburgers, lettuce, cheese, special sauce, onion and pickles on sesame bread marked the history of the company of golden arches, once again nailed by an innovation in 2021.
At Drive-Thru I could only car. But, in the new Drive-Tudo, you can take orders for bicycles, motorcycles and even flying saucers, jokes the campaign aired in the second half of the year by the hands of DPZ&T.
In one of the movies, the hurricane trailer animated the initiative even more, reinforcing the fun aspect that characterizes Méqui’s communication today. In charge of the work is João Branco, vice president of marketing at McDonald’s, elected as Marketing Professional in the survey Melhores do PROPMARK 2021.
Winning the award was received as “great news, which makes me very happy, and with the certainty that all the marketing work of Méqui and, of course, of the entire company, to provide memorable experiences to our customers, is being recognized by one of the main communication vehicles in the segment”, celebrates Branco.
The executive remembers that the brand started the year at Big Brother Brazil with a party built by DPZ&T in partnership with Creata, one of the most emblematic actions ever carried out on TV Globo’s reality show. The action was extended to the consumer with the sale of the brand’s pajamas, one of the items in the collection Use Méqui, unprecedented in Latin America.
“We took part in a cultural phenomenon for four months, which generates a lot of conversation and reinforces our affinity with the Brazilian public”, highlights Branco.
In his most recent work, singer Dilsinho recorded a parody of the hit bad business to promote Méqui Friday. The lyrics of the song were changed to define the offers and bring the motto great deal sweetheart, in the creative concept conceived by the agency Galeria.
The connection with the public comes from the work of active listening, which in 2022 will continue with the objective of “making the experience of consuming a Méqui as memorable as possible”, says Branco. Not to forget, this package also has the responsibility to contribute to a more inclusive, diverse and sustainable society.
“The best thing to do is to insert these issues naturally into the business routine, but deal with them firmly on purpose”, believes Branco.
Reflecting customer characteristics in campaigns, showing what the brand does for nature and continuing the success of McDia Feliz, even after more than 30 years, remain in the brand’s future recipe. With Branco, McDonald’s had a historic year.
In the recovery from the Covid-19 pandemic, surprise was a lesson. The year 2021 proved that even established brands need to keep challenging themselves.