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McDonald's conducts all-day breakfast campaign

McDonald's Canada has begun an advertising campaign promoting its new all-day breakfast menu. Developed by Cossette, the national effort includes three 15-second television commercials, online video, out-of-home executions, in-store materials and a custom emoji.

The creative takes as its theme the confusion about the time of day that can be caused by eating breakfast after 11am. In one ad, a farmer takes a bite of an Egg McMuffin at night, causing his rooster to crow as if it is morning. In another a woman in a clock store causes the clock hands to spin by walking in with breakfast food. The campaign uses the tagline, "McDonald's All Day Breakfast Selections are here, and because of it time is losing meaning." The campaign also includes social media activities on Facebook, Instagram, Snapchat and Twitter and online video pre-roll ads on YouTube.

Media work is being handled by OMD, while public relations are being conducted by Weber Shandwick.

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