11:00 AM

Forever a contentious time for Canadian McDonald’s breakfast lovers. If you’re not the early bird type, then getting that classic Egg McMuffin hot off the grill is a struggle.

No more. A new era at McDonald’s has begun.

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It’s party time.

Cossette Halifax built off of the national #AllDayBreakfast campaign theme, ‘time is getting confusing,‘ by incorporating a strategy to target Atlantic Canadians.

The objective was to introduce #AllDayBreakfast to the Atlantic Canadian market by throwing two midnight breakfast parties within 24 hours, in both Halifax and St. John’s, to reward loyal McDonald’s customers for their patience, passion, and enthusiasm.

In the weeks leading up the midnight breakfast party events, we used local social media hubs, influencers, and food bloggers to push our message and promote the midnight breakfast events. To maximize the reach of our messaging to the night owl/student/youth population, we created an out of home advertising campaign executed at regional post-secondary campuses.

We partnered with Alex MacLean of East Coast Lifestyle, and collaborated on a limited edition co-branded onesie set of pyjamas that would be given out for free to midnight breakfast party guests.

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We sang. We danced. We ate 600+ Egg McMuffins. All to celebrate the Canadian arrival of McDonald’s #AllDayBreakfast

CREDITS

 
Agency: COSSETTE
Creative Director: Vicky Morin
Art Director/Designer: Greg Dubeau
Copywriter: Adrian Comeau
Account Director: Maude Drouin-Halou
Account Coordinator: Sarah Densmore
Video Production: Buoy Marketing + Production
Producer: Don Veinish
Producer/Director: Ben Bennett
Cinematographer: Kevin Fraser
Special Event Planning: Prime Marketing
Apparel Design: East Coast Lifestyle