McDonald’s is going all-in to promote the availability of its All Day Breakfast menu cross Canada.
To start, a custom emoji was created for the launch campaign, a global first for McDonald’s. Whenever #AllDayBreakfast is used worldwide, an emoji featuring McDonald’s iconic Egg McMuffin and hashbrown will appear next to it.
A signage takeover at the Toronto Eaton Centre at the corner of Yonge and Dundas streets is also alerting locals that breakfast is now being served all day.
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Now available at 1,100 McDonald’s locations across Canada, the All Day Breakfast Selections menu includes scrambled egg wraps, oatmeal, hash browns and BLT bagels – and the beloved Egg McMuffin.
“Folks are looking for and have been looking for this kind of offering for the longest time,” stated John Betts, McDonald’s Canada CEO. “We know we’re going to do well with it.”
Betts said the launch follows by thousands of Twitter requests for all-day breakfast over the last year. Many of the 1.24 billion visitors to its Canadian restaurants between December 2015 and November 2016 ordered from the breakfast menu, an annual increase of 6.3 per cent, at the expense of traffic during other meal times, especially dinner.
— Amina Qureshi (@amooq) March 7, 2017
McDonald’s Canada worked with creative agency Cossette and media agency OMD to play up the “a.p.m.” around-the-clock availability of the menu with three 15-second spots highlighting moments with Egg McMuffins being eaten after 11am, and the tagline, “McDonald’s All Day Breakfast Selections are here, and because of it, time is losing meaning.”
There was even a pajama party held to celebrate the launch:
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Robert Carter, executive director of food service for NPD Group, told The Toronto Star, “When you look at where the growth in the marketplace has come from for the quick-service segment, it’s all about the breakfast day part.” Carter explained, for those born after 1980, a convenient breakfast to-go trumps making a meal at home.
“When McDonald’s launched the Egg McMuffin more than forty years ago, we revolutionized how Canadians enjoy breakfast, and now we’re pushing the breakfast rules even further,” stated Betts. Indeed, the iconic Egg McMuffin offers the best choice for a complete and healthy breakfast.
“The sandwich only has 300 calories and it offers 17 grams of satiety-providing protein,” according to Christine M. Palumbo, a registered dietitian. The Egg White Delight McMuffin has 250 calories and the Breakfast Burrito and Fruit & Maple oatmeal each equal 290 calories.
In tandem with the arrival of all-day breakfast in Canada, McDonald’s is also introducing the new My McD’s mobile app, as noted in the spotbelow: