To drive awareness of its gourmet Signature Collection range, McDonald’s UK has signed a deal to become the 2018 broadcast sponsor of ITV’s Rugby Six Nations coverage.
The partnership, brokered by ITV and OMD UK, starts on 4th February and includes sponsorship of all ITV’s broadcasts of England, Ireland and Italy home games. It covers broadcast sponsorship, highlights shows and a multi-platform activation which includes catch up and simulcast on the ITV Hub, plus creative executions on itv.com within dedicated NatWest Six Nations pages.
The idents, created by Leo Burnett, maintain the brand’s sense of humour whilst introducing the audience to an unexpected new range at McDonald’s with rugby players in various scenarios demonstrating ‘A Touch of Class’.
Marco Ruggeri, Marketing Manager at McDonald’s, said: “The Signature Collection is one of our biggest permanent menu innovations in 44 years and has been incredibly well received during the trial stages. Now the range is available in over 1,000 stores, the partnership provides us with a great opportunity to signpost our target audience to The Signature Collection. We look forward to working with ITV over the course of the tournament.”
The campaign will be supported by TV, OOH, Press, Cinema and Digital advertising, with a mobile-first approach, targeting customers with premium social and display formats. In a step-change for the brand, print advertising will also feature in some premium Men’s monthly magazines including GQ, to drive awareness of the flavour profiles across The Signature Collection range.