McDonald's promotes Toasted Deli Sandwiches
By Adnews Staff
McDonald's Restaurants of Canada, based in Toronto, has begun a campaign to promote a new line of menu items called Toasted Deli Sandwiches. The national initiative includes television, radio, print and outdoor advertising, created by Cossette. The 30-second TV commercial broke on Dec. 15. In it, several men wearing advertising sandwich boards describe the various sandwiches in the line. Two more 30-second ads and several 15-second variations will air through January. Online and direct mail materials, plus a newspaper insert, will also be used during this time. A national sampling program for the product line will take place at participating Canadian McDonald's restaurants on Jan. 8 and 9. The company has also prepared several Toronto-area promotions for the sandwiches aimed at commuters. A five-week campaign in Union Station began on Jan 3, consisting of advertising on television monitors, columns, walls, transit shelter units, floors and doors. Samples will be distributed approximate 20,000 evening commuters on Jan. 5 and 6. The promotional workers will wear sandwich boards similar to those used in the campaign creative. A wrapped GO Train car will promotes the sandwiches for eight weeks beginning Jan. 3. The company is also conducting a contest through commuter newspaper Metro Toronto. Five winners will receive in-restaurant Toasted Deli Sandwiches luncheons for 20 people. "This new product line is unlike anything we've ever offered before, so we've gone to great lengths both creatively and operationally in the restaurants to develop a marketing program that not only raised awareness, but actually allowed customers to try the product firsthand," said Laurie Laykish, vice-president of marketing for McDonald's Canada. The sandwiches went on sale nationally on Jan. 3. The line consists of six varieties: Turkey BLT, Crispy Buffalo Chicken, Beef 'N' Provolone, New York Reuben, Leaning Tower Italian and Grilled Veggie Melt. Public relations for McDonald's Canada are handled Weber Shandwick Worldwide.