2014 marked McDonald’s 40th anniversary in the UK, presenting a unique opportunity to drive reappraisal amongst opinion formers, polical policy makers and local councillors for the economic contribution McDonald’s makes across the UK.
Strategy and Tactics
In Northern Ireland we were keen to use this milestone as a platform to help influencers better understand McDonald’s economic contribution. This was particularly important in the run up to the 2015 General Election. To maximise this opportunity we planned, developed and delivered a Northern Ireland Assembly Reception in the Long Gallery of Stormont Buildings.
Aiken adopted the national approach using our local expertise and knowledge to tailor all communication and event management support, this included:
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Developing a strategic narrative building on the economic contribution report and NI stats
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Building tailored NI specific messaging for the press releases and coordinated local announcement photography that engaged local media and supported the overarching campaign credentials
Activity and Outputs
In order to deliver a high number of guests at the reception we secured the support and attendance of the then First Minister Peter Robinson alongside McDonald’s grassroots football ambassadors Sir Geoff Hurst and Pat Jennings.
Outcomes
Over 90 people attended including 40 MLAs and 7 Ministers– and all Political parties were represented.
Other stakeholders present included McDonald’s suppliers, LMC, IFA, UFU,
DARD, IoD, CoC, NIRTA, Food Promotion NI, Volunteer Now, Keep NI Beautiful,
BITC, FSB and CBI.
Our work alongside Blue Rubicon, Portland and Red Consultancy received the PRWeek UK Award 2015: City and Corporate Campaign of the Year.
