CHICAGO: McDonald's has coupled the launch of its "Take Back Snack Time" campaign with the debut of the Chipotle BBQ Snack Wrap to its menu of between-meal offerings.
The campaign launched on July 31 with a new Web site, http://www.mysnacktime.com/, meant to spur viral activity, and a grassroots event. On the site, visitors can send customized e-mails and voice mails to invite others to have a snack with them. Teams of eight took to the streets of six cities (including New York and Los Angeles) handing out $2 Arch Cards for complimentary Chipotle BBQ wraps. Ten thousand Arch Cards were distributed during the one-day event.
"One of the things we noticed as a company was the increase in consumers who are snacking, eating on the go, and eating between meals," said Heather Oldani, director of US communications for McDonald's. "We want to produce some fun customer engagement around the notion of snacking."
The Chipotle BBQ Snack Wrap is the third snack wrap offering (the Ranch Snack Wrap and Honey Mustard Snack Wrap) that is tied to the McDonald's premium chicken menu.
"We have 27 million customers coming through our doors every day in the US," said Oldani. "They are looking for something [of] quality to eat in between meals."
The "Take Back Snack Time" promotion will run for four weeks. At that time, McDonald's will look for other campaigns and programs to promote its offerings, with word-of-mouth a strong focus. Golin Harris was among the agencies that worked with them on this promotional effort.
Recently, McDonald's has been back in the media for its 42-ounce Hugo drinks, a seeming return to the Supersized menu options that have generated negative publicity as the country's obesity rates have skyrocketed. According to The New York Times, one of the jumbo sodas contains 410 calories.