AMC Member News
Event to recognise Kenya’s outstanding marketing and communication campaigns for the year also celebrates MSK’s 60th anniversary.
ADVERTISING
Big-name celebrities front McDonald’s 2022 World Cup ad campaign
By our News Team | 2022
High-profile names from TV, movies, music and social media feature in global ad that has 10 languages and four dialects.
Given that the soccer World Cup is one of the most followed events in the world – attracting millions of people to TV, news media and social media platforms – big-spending official sponsors and partners are understandably putting their best for forward.
Fast-food giant McDonald’s is one of those, with a number of high-profile names from the entertainment world fronting its advertising campaign, which the brand claims is its largest to date.
Photo courtesy of McDonald’s
Among them is Senegalese-born TikTok superstar Khaby Lame, Emmy Award-winning actor Jason Sudeikis, American/Mexican Twitch streamer and YouTuber Edwin Castro, and South Korean girl group Itzy.
Along with billions of global soccer fans, the celebrities all ponder the universally recognised question: “Wanna go to McDonald’s?”
The campaign is multi-lingual and multi-cultural and is described as being social-first and “dedicated to all the ups and downs that go along with being a fan of the Beautiful Game — reminding us that whether it’s victory or loss, joy or heartbreak, McDonald’s is the world’s favourite place to come together”.
Campaign launches simultaneously in 75 markets
Explains McDonald’s in a press release: “This will mark the first time that more than 75 of our markets around the world are launching the same campaign at the same time. The magic of this global approach is that it invites a world of McDonald’s football fans to rally together through a unifying activation, while allowing them to experience the tournament in ways unique to their local cultures.”
Featuring 10 languages and four dialects, the film brings together an international array of football and McDonald’s superfans, as well as the celebrities.
A breathless statement from Morgan Flatley, the company’s Global Chief Marketing Officer, adds: “The reason our global McDonald’s System is excited about this campaign is because it just feels so true for our fans.
“While we may all [support] different teams this World Cup, what we can all agree on is that every celebration is a little bit sweeter with McDonald’s World Famous Fries, and every missed goal or yellow card stings just a little less when you’re enjoying a Big Mac.”
The campaign has been put together by ad agency Wieden+Kennedy New York, and continues McDonald’s use of celebrities to promote its brands and initiatives.
You can watch the ad here.
Marketing Predictions
To drive growth amid continued disruption, CMOs must act decisively to prioritise their investments and their strategy, advises Gartner.
Advertising Spending
Digital advertising is expected to rise by 8% next year, says Magna. OOH and digital video will be among the best performers.
Marketing Predictions
Brands that pay the closest attention to meeting the individualised needs of their clients will stand a better chance of coming out on top.
Advertising
Unusually, this year’s top performers’ list has no retailers, financial services companies or consumer packaged goods (CPG) brands.
Consumer Trends
Marketers stuck in their pre-pandemic strategies risk missing a shift in behaviour taking place at the intersection of work and life.
Influencer Marketing
Recent analysis of some of Ronaldo’s sponsored Instagram posts show his involvement can boost brand ‘likes’ by many thousands of percent.
Market Knowledge
Firms can benefit from social media platforms like LinkedIn and Facebook to boost networking, as well as from social tools such as Buzzsumo.
Supply Chain
More than 140,000 retailers in Kenya and Uganda will enjoy improved product assortment and affordability, company says.
Health-conscious Consumers
As more consumers start to seek healthier lifestyles, healthy products are now entering mainstream outlets. Yet transparency is paramount.
Retail Strategy
More than half of consumers say they are giving more thought to the social and environmental impact of their purchases before they buy.