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McDonald's begins new campaigns

McDonald’s Canada has begun a new advertising campaign featuring Nick Nurse, coach of the Toronto Raptors basketball team. The creative depicts Nurse coaching McDonald’s staff on the production of Big Mac sandwiches. Developed by Cossette, the campaign includes 15- and six-second video executions.

In related news McDonald’s has resumed a marketing campaign called “Beyond the Arch” in association with the Raptors. The national campaign is timed to coincide with the start of the 2019/2020 NBA season. During the campaign, consumers can use the McDonald’s mobile application to claim a free medium order of fries when the Raptors score 12 or more three-point shots in a single game. The effort will run nationally except for Quebec. In that province the company will run a promotion called McGoal, which will offer consumers free fries when the Montreal Canadiens score the first goal of a game. The campaign was developed by Cossette, with media work by OMD and public relations from Weber Shandwick.

“During the Toronto Raptors epic championship season, it’s clear they became Canada’s basketball team,” said Chuck Coolen, senior marketing manager for eastern Canada at McDonald’s. “We thought that we owed it to the expanded fan base to broaden ‘Beyond the Arch’ to include even more provinces this season, so more fans can celebrate the Raptors success across Canada.”

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