All Day Breakfast Launched

The story behind the launch of McDonald’s All Day Breakfast included Moroch as a key player in the strategy that successfully attracted tremendous media attention. On our end, implementing promotions and creating the media for the campaign was our primary task but it all really began with consumers – and appealing to them was the end goal. For years, McDonald’s customers were tweeting about missed chances to purchase breakfast after 10:30 a.m. Once the company ran with it, the idea came into play with market tests, then the media blitz began. As the news caught on, both major outlets and business journals, as well as blog posts and tweets spread the story like wildfire. Just at launch 68% of consumers had heard about All Day Breakfast. Then came the kickoff! As football season rolled in, Moroch stepped it up with #Fryvalry, a fun competition asking customers to choose between hash browns and fries. Now almost a month after the launch, the tweets and conversations keep on coming, and all thanks to the customers who brought it forth and the people who made it happen.