Brand Repositioning of McDonald in New Zealand Case Study

Brand Repositioning of McDonald in New Zealand - Case Study ExampleFor example, involving Sarah Ulmer, a world-class young track cyclist, in McDonalds advertising campaigns one core communication objective was attainedOther successful communication tools included a comprehensive website - www.mcdonalds.co.nz - providing nutritional facts, promoting road refuge campaigns using McDonalds popular clown character Ronald, and support for charities such as Ronald McDonalds Houses which accommodated families whose children were in hospitals.Overall, McDonalds New Zealand market repositioning was re-enhanced positively as a payoff in terms of a stronger cut-through (i.e. change magnitude consumer recall for both old and new offerings), more positive perception of McDonalds brand (e.g. Offers more healthy forage options, +42% over November-December 200331% / May-June 200444%), increased attractiveness towards specific offerings (e.g. Salad Plus and Happy Meal Choice), increased sales (sec ond highest in 27 years over July 2003 - June 2004), increased sales from both old (40%) and new (60%) offerings, and exporting McDonalds New Zealands successful Eat Smart, Be Active program world over.