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McDonald's conducts Pit Stop campaign

McDonald’s Canada is conducting an out-of-home campaign called “The Essential Pit Stop.” Developed by Cossette, the national campaign is aimed primarily at consumers who are on vacation. It consists of billboards in Alberta, New Brunswick, Nova Scotia, Ontario, Quebec and British Columbia that encourage people on road trips to take a break a a McDonald’s location. The creative features the chain’s Golden Arches logo and localized copy. Media work is being handled by OMD.

“In a way, the campaign picks up where ‘Follow the Arches’ left off a few years ago,” said Cédric Audet, creative director at Cossette. “There are infinite opportunities for short and playful three-word stories and for them to be adapted to different specific parts of the country and even the world. But, most importantly, they speak directly to road travellers through a unique McDonald’s fan experience.”

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