McDonald’s Philippines and Leo Burnett Manila kick off 30th anniversary celebrations with coupons and classic TVCs

PHILIPPINES, JANUARY 5, 2011 – For its 30th year in the Philippines, McDonald’s is bringing back a host of Filipino favorites from the fastfood giant, including classic TV commercials and the successful annual ang pao coupons, which McDonald’s has been using since 2002, consistent with couponing by McDonald’s in the region. 

 

"We re-aired McDonald’s classic TV ads starting with Simbang Gabi ("Opening") last December," said Margot Torres, McDonald’s VP for Marketing. "Expect ‘Kita-kits’ spot and Karen-Gina this January."

Instead of the red ang pao envelope as in previous years, the 30th anniversary coupons are in an accordion small enough to fit the wallet executions in newspapers. The coupons push Chicken McDo and McFloat, which are favorite items at McDonald’s.

 

"The brief was to announce coupon efforts with an impactful print ad cum
non-traditional coupon distribution channel on first working day of the year," said Torres. 

 

Said Leo Burnett Manila Business Development Director Sue Ann Nolido,,"We were simply thinking about budget-conscious urbanites. More so in January since they overspent during the holidays for sure. We were trying to convince people depriving themselves of their usual McDonald’s indulgences and opting for cheaper alternatives that you can still continue to enjoy your McDonald’s favorites through the 2011 coupons."

 

Torres explained the thinking behind the line "30 years of McDonald’s Magic":  "[It] represents what McDonald’s has really brought to the Philippines since 1981."


 

More anniversary plans will be revealed later in the year.

 

Wallet coupon/execution credits:

Agency: Leo Burnett Manila


Executive Creative Director: Raoul Panes


Creative Director: Alvin Tecson, 

Associate Creative Director: Candice Madamba

Creative Team Head: Mela Advincula, Cey Enriquez-Ponferrada ʉ۬

Art Director:  Stephanie Mangalindan

Final Artwork: George Francisco


AVP Business Development Director: Sue Ann Malig-Nolido

Account Director: Maik Alturas

Senior Account Executive: Tria Sordan

Print Producer: Marissa Abayari
Starcom: Warren Armada