Foodservice industry leader named 2012 Marketer of the Year
TORONTO, Jan. 24, 2013 /CNW/ - McDonald's Canada was recognized as the
2012 Marketer of the Year by Marketing magazine at a gala event last night. The company's marketing campaigns
were rewarded for venturing into entirely new territory and setting a
precedent for transparency.
"Over the past year, we've taken our marketing efforts in bold new
directions," said Joel Yashinsky, Chief Marketing Officer, McDonald's
Canada. "We've broken into new markets, engaged in meaningful
open-dialogue with our customers and found new ways to tell our story.
It's an honour to have these efforts recognized."
The prestigious award celebrates the best of the best in the industry.
Each year, winners are chosen for their clear vision about how to
connect with and serve their customers, a willingness to embrace
innovation and risk, and an ambitious determination to change the
advertising and media landscape.
The judges agreed that McDonald's had met these criteria with a variety
of impressive campaigns throughout the year, including:
Our Food. Your Questions.
The breakthrough transparency of this first-of-its-kind interactive
digital platform, which invites customers to ask any question about
McDonald's food and receive a personalized response, was an important
aspect of the McDonald's win.
The ambitious national launch of the McCafé brand, which introduced
premium espresso-based beverages to the majority of McDonald's
restaurants, was seen as a courageous and successful step into new
markets amidst heavy competition.
Other McDonald's campaigns that caught the judges' attention included:
The AtoMc Hockey program that supports active lifestyles among Canadian
"McTraffic" reports featuring McDonald's drive-thru locations as
potential detours to avoid traffic;
"McLobster Love" sight-seeing bus tours of Maritime cities;
Innovative billboards advertising 24-hour restaurants, that are only
visible at night.
McDonald's Canada acknowledges the creativity and hard work of its
agency partners, Cossette, Golin Harris, NATIONAL, OMD, Tribal DDB and
Watt, in helping make this journey of innovation possible.
About McDonald's Canada
McDonald's is the leading foodservice company in the world. McDonald's
Restaurants of Canada Limited and its Canadian franchisees own and
operate more than 1,400 restaurants and employ more than 80,000
Canadians coast-to-coast. Approximately 80 per cent of McDonald's
Canadian restaurants are locally owned and operated by independent
entrepreneurs. For more information about McDonald's Canada, visit the
company's web site at www.mcdonalds.ca.
"Like" McDonald's Canada on Facebook: www.facebook.com/McDonaldsCanada
Follow McDonald's Canada on Twitter: www.twitter.com/mcd_canada
SOURCE: McDonald's Restaurants of Canada Limited
For further information:
McDonald's Media Relations