• by Fern Siegel , August 11, 2023

McDonald’s recently debuted its ongoing "Drink Run" summer campaign. Now in its 10th year, the campaign, a core part of the company's overall media plan, convinces consumers they can buy iced drinks and quality coffee at McDonald’s for less.

The spots, from the H/L agency, focuses heavily on social video, including TikTok and Snapchat. The “drink run” is positioned as a daily delight — and it has clicked for the brand.

McDonald’s reports a 17% increase in beverage gross profits among H/L co-ops and a 5% higher gross profit versus the U.S. average.

According to James Segura, creative director at H/L, the global brand was built on the big Mac and quarter pounder with cheese, but franchises report drinks build profits. “Drink Run” pushed opportunities to enjoy drinks throughout the day — from a mid-afternoon caffeine boost to a post-workout smoothie. Originally, the spots hit TV, radio, in-store displays and OOH, but recently, the brand has leaned into social and digital media to promote McDonald’s frozen beverages.