For this project we were tasked with creating pieces for a McDonald's campaign surrounding a new tapas line they were planning to advertise to Spanish consumers.
From our research that consisted of interviewing students on a local college campus in Spain, we concluded that tapas had a relatively positive reaction from the audience, whereas McDonalds' reputation was a relatively negative one.
From online research, we gathered a few more statistics based on tapas consumption in Spain
Our research pointed us to our target audience, which is described in this image.
From our target, we built specific personas for the type of audience that we were trying to reach.
From there, our strategy was born. We found that a good way to capitalize on our audience was advertising McDonalds' Tapas as a late night option.
We developed a few menu options catering to a tapas feel and a tapas crowd. Among these, we also wanted to include traditional tapas offerings such as croquetas and patatas bravas.
We also included a traditional drink option to pair with the meal options.
Additionally, we designed sauce containers that featured traditional tapas sauces, which would be advertised in-store.
I created advertising pieces that highlighted in our strategy in creative ways. These pieces reflect the main product that we're advertising, as well as our late night availability.
This piece is displayed as an out of home advertisement, which again strategically mentions some of the new menu offerings.
To promote this launch, we decided to create a weekly event to bring more groups into McDonald's to enjoy tapas. At this event, we would hand out promotional coupons.
This coupon is an example of what would be handed out at the McFriend's Night event that people could use anytime during the week.
We would utilize strategic instagram ads that target our audience, showing there is an event to possibly save a little money before going out on the town.
Overall, our objectives would be tracked by the amount of coupons redeemed and overall traffic at late night hours.
