How McDonald’s Achieved 19.96x Return On Ad Spend

The Challenge

McDonald’s released a new product line, Seafood, focused on aligning with a trend in the market. The main goal was to drive top-of-mind awareness of the menu and business growth, both offline and online.

McDonald’s also released a new product line, Taste of Thai, focused on driving localisation in the market. The main goal was to drive top-of-mind awareness of the new menu and business growth, both offline and online.

Our Approach

Outcomes Achieved

The Seafood launch achieved 19.96x return on ad spend (ROAS) compared with the previous campaign, and the Taste of Thai launch achieved 14.17x ROAS.

Each result compares with a campaign of the same scope and product before McDonald’s worked with Primal.

• 19.96xROAS Compared to the Previous Campaign (Seafood)
• 323%Increase in Impressions (Seafood)
• 355%Increase in Web Purchases (Seafood)
• 929%Increase in Ad Recall Lift (Seafood)
• 14.17xROAS Compared to the Previous Campaign (Taste of Thai)
• 40%Increase in Web Purchases (Taste of Thai)
• 42%Reduction in Cost Per Order (Taste of Thai)
• 80%Improvement in ROAS (Taste of Thai)

Key Insights

• Both new product lines had the same main goal, top-of-mind awareness of the menu and business growth, offline and online.
• Each launch ran in phases across the funnel, 3 for Seafood, starting with a teaser, and 2 for Taste of Thai.
• The creative was split into always-on promotion and campaign-based creative, for awareness, consideration and conversions on the app and the brand website.
• Against a campaign of the same scope before Primal, Seafood achieved 19.96x ROAS and Taste of Thai 14.17x ROAS.