McDonald's Shows the Frightfully Funny Consequences of Skipping Breakfast

Campaign Via Cossette for Chicago/Indiana Region Says 'Make it a Mickey D Morning'

By Jessica Wohl. Published on Mar 28, 2017

Editor's Pick

After McDonald's big emphasis on eating breakfast all of the time, restaurant operators in the chain's hometown are ready to remind people to start their days with Mickey D's.

A campaign via Cossette that broke this week uses the new tagline "Make it a Mickey D's Morning" and includes TV, radio, out-of-home and social ads. A TV spot pokes fun at how a morning can go poorly without breakfast by showing how one woman who skips out has a major make-up mishap -- ahead of a big meeting. What happens makes for a frighteningly funny warning to make sure you're fully nourished (with McDonald's of course) so you're in peak form.

The campaign is only for the region run by the McDonald's Owner/Operators of Chicagoland and Northwest Indiana (MOCNI), a co-op that oversees hundreds of restaurants.

Cossette, which has the MOCNI account, saw an opportunity to showcase what it sees as McDonald's competitive differentiation and competitive advantage. The early part of its new campaign focuses on the Egg McMuffin, the chain's signature breakfast sandwich.

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Mar 28, 2017
Cossette Chicago

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