McDonald’s has received Gold in the category Best Tactical Actionto in the Efficiency Awards 2024for the campaign “Don’t call me Muffin, call me McDalena.”designed by the creative agency TBWASpain and with OMD as a media agency.
He has also won Gold in Best Campaign with a Budget Less than 250,000 euros.
The Best Tactical Action category recognizes works whose commercial communication has been able to capitalize on a specific or specific opportunity, and that have taken advantage of the “momentum” to communicate and achieve more sales or impact among their consumers and audiences.
For its part, Best Campaign with a Budget Less than 250,000 euros values those campaigns that demonstrate the achievement of business objectives less than the aforementioned.
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From Muffin to McDalena
“Don’t call me Muffin, call me McDalena” marks the relaunch of McDonald’s Muffin product as McDalena. Consumers have long pointed out to the company the marketing opportunity that I was letting slip by not serving muffins, another sweet from our market, instead of muffins, more typical of Anglo-Saxons, and name the product McDalena, in a humorous play on words.
The company took a step forward and, in a materialization of its commitment to active listening and innovation focused on the consumer, left the conversation in the past by announcing that the McCafe menu It would include a Spanish version of the muffin, closer to the cupcake, available in two flavors: chocolate and caramel.
The action also collected the proposals of the brand’s followers for the product namingand communicated it with a large canvas on Madrid’s Alcalá street. The creative showed an image of the chocolate version of the candy and the phrase “Now yes: Don’t call me muffin, call me McDalena.”
“This change is not just a matter of names; It is our way of showing that we are in tune with what our customers value and want. This effort reflects our intention to establish a closer connection with our customers, be relevant to them, offering them something that is both familiar and novel.“, Natalia Echeverría, then Chief Marketing & Digital Officer of McDonald’s Spain, told us last February about the campaign.
In addition to active listening, the campaign aimed to ensure that the product name was part of essence and authenticity of our brand, following its values and personality. From the brand they pointed out in this medium that McDalena enhanced the glocal strength of McDonald’s, with the “Mc” as a distinctive asset and iconic worldwide, but with the twist and adaptation of a local name, which made the action more relevant.
The execution of the canvas was complemented with communication on social networks and amplification in the media. The audiovisual pieces created played precisely with the name change, and presented the product in different situations.
In addition, the brand also created McDalena Day, celebrating it with consumption incentives through the application; and carried out a special action in the town of La Magdalena, in León, to promote the conversation around the product and the brand. There he temporarily changed the name of the town and distributed McDalenas with the help of content creator Guanyar.
The results
As stated in the results book of the Eficacia 2024 Awards, the campaign increased visits to McCafé by 25% during the first quarter of the year, compared to the last quarter of last year. The brand will ensure that the sales increase was 26.1% during the launch of the campaign, and the units sold of pastries also doubled, as well as coffee consumption by 10%.
Likewise, McDonald’s points out that the McCafé brand increased its notoriety by 8%, and grew 30% in the attribute “favorite place to drink coffee.”
104.5 million impacts were generated.
Best Tactical Action in the 2024 Efficiency Awards
McDonald’s competed in Best Tactical Action along with others 8 brands: Vips, Tanqueray 0.0, Netflix, Old Spice, PortAventura World, Dulcolax, Vincci Hoteles, and KFC.
In addition to McDonald’s Gold, this category has awarded a Silver for “The recipe run”, by PS21 and MeMe for KFC; and a Bronze for “Vincci Suite”, by Sr Goldwind and MKTG Spain for Vincci Hotels.
In the previous edition of the contest, the Gold for Best Tactical Action went to “Outfluencers”, from the creative agency Manifesto for Play Station. The brand sought visibility among the target gift givers to increase sales during key commercial events such as Black Friday or Christmas.
Best Campaign with a Budget Less than 250,000 euros
In the section Best Campaign with a Budget Less than 250,000 euros, McDonald’s appeared as a finalist along with 4 other brands: Euskaltel, Samsung, Worten and KFC.
Beyond McDonald’s Gold, the record in this category has resulted in a Silver for “The Unfluencer Deal”, by PS21 and MeMe for Worten; and a Bronze for “The art of hack”, from Chein Spain for Samsung.
In the last edition of the contest, recognition was given to Confecomerç for the campaign “Principles to recover the Principles”devised by the creative agency Rosebud. The campaign highlighted the attributes and values of local commerce to promote more local consumption among consumers.
The Efficiency Awards 2024
Regarding the general balance of this 26th edition of the Eficacia Awards -organized by the Spanish Association of Advertisers-, a total of 284 cases were submitted to them. The Eficacia 2024 short list has been made up of 103 cases (36.2% of the total) corresponding to 58 advertisers and 81 agencies.
The total number of trophies awarded in this edition of the awards has been 41 – excluding the special recognition and including both the Grand Prize and the Awards for Media Agency of the Year and Creative Agency of the Year -, among which are 11 gold, 14 silver and 13 bronze achieved by 26 advertisers, 34 leading agencies and 16 collaborating agencies.
More info: Complete list of winners of the Eficacia 2024 Awards
