McDonald's, Rona begin joint campaign
By Derek Winkler
Fast food chain McDonald’s Canada and home improvement retailer Rona are collaborating on a campaign in Quebec called “McPlayer.” The campaign, which promotes a new poutine variant, was developed by Cossette and Sid Lee. The creative features Montreal Canadiens hockey player Samuel Montembeault and brand spokescharacter Mike chez Rona. It consists of television, online and social media advertising, as well as in-store materials. Public relations are being handled by Weber Shandwick, with social media support by Substance and media work by Cossette Media and OMD.
“By bringing together a well-liked québécois athlete and a beloved advertising character, we’re celebrating icons that Quebecers can rally around,” said Melissa Hains, director of field marketing at McDonald’s Canada. “This edition of ‘McPlayer’ beautifully reflects our brand’s ability to unite people.”