AdAge: McDonald’s Launches Video Campaign for Drive-Thru Services During Coronavirus Closures

Many cities across the U.S. have ordered restaurants to close their doors to dine-in guests. As a result, many brands are relying on drive-thrus, delivery and curbside pickup options to stay alive during the Coronavirus pandemic. According to AdAge, McDonald’s has launched a marketing campaign to emphasize their drive-thru option.

"In the midst of this crisis, it was clear that we needed to stay open and continue safely serving our customers," Jennifer Healan, VP of U.S. Marketing for McDonald’s said in a statement. "Across America, McDonald’s is a big part of local communities. So we wanted to create work that reassured people that, no matter what, McDonald’s will still be there to take their orders."

The campaign, by Wiedman & Kennedy New York, relies on the brand’s iconic gold and red color scheme and font, emphasizing a sense of normalcy, even as some of the particulars of being a McDonald’s customer have changed.

> The wording that changes throughout the videos includes suggestions of popular items such as the Egg McMuffin, McNuggets and Big Mac. “Or some fries right now, because why not?” as one of the spots promoting drive-thru reads.