McDonald's begins Raptors campaign
By Rob Bale
Fast food chain McDonald’s Canada has begun a campaign promoting the limited time return of a menu item called the Raptor Chicken Nacho Poutine in Ontario. The campaign, developed by Cossette, uses as its theme the rituals of Toronto Raptors fans. It presents the branded poutine as part of a playoff season game-day ritual. The creative features the team’s mascot, The Raptor, and describes the poutine as a “courtside legend.” The effort includes television, online video, social media, out-of-home and arena advertising. It will run until the end of March. Media work is being handled by OMD.
“Pre-playoffs fandom comes with a different kind of intensity,” said Andrew Chisholm, executive creative director at Cossette. “We wanted the work to feel like it was coming from inside Raptors culture, reflecting how fans actually experience game day, where McDonald’s is part of the ritual and shared favourites carry real meaning.”