TITLE

Helping McDonald's build bigger, man-friendly burger

AUTHOR(S)
Petrecca, Laura
PUB. DATE
September 1999
SOURCE
Advertising Age;9/27/1999, Vol. 70 Issue 40, p16
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article recalls the advertising history of the Big Mac hamburger from McDonald's Corp. The agency behind the creation of Big Mac is Marc & Co. In 1967, McDonald's hamburger was fueling U.S. sales but results in the Pittsburgh, Pennsylvania area trailed the national average by 15%. A market research study determined the problem and resulted to the creation of the Big Mac Super Sandwich. A test market campaign was released and within one year, sales in the area increased to 15% above the national average.
ACCESSION #
18202079

 

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