McDonald's' latest regional push is focused in eastern New England.
The QSR and its franchisees have launched an integrated ad campaign in Boston and Providence, R.I. promoting McDonald's breakfast offerings -- McDonald's' first local campaign in these areas.
A shared theme is being customized to each market: "Good Morning Boston" and "Good Morning Providence."
Two 30-second TV spots were created for each market by H&L Partners, a San Francisco-headquartered agency that has just opened a Boston office.
For each ad, local McDonald's employees were filmed surprising real locals by treating them to gratis McDonald's breakfasts.
In Boston, the spots were filmed at the MBTA Aquarium Station; for the Providence metro area, the spots were filmed at Thayer Warburton Arena in Warwick, R.I.
In addition to promoting McDonald's' coffee and breakfast menu (in a region where Quincy, Mass.-headquartered Dunkin' Donuts is particularly strong), the new campaign seeks to reinforce the message that McDonald's offers "balanced meals, quality coffee and beverage options, and efficient service at a great value," according to the company.
McDonald's is also encouraging local fans to visit a region-specific (eastern Massachusetts, Rhode Island and New Hampshire) Twitter page to share how they're having a good morning or how they made someone else's, and enter campaign contests and giveaways.
There are separate hashtags for each metro area: #GoodMorningBoston and #GoodMorningProvidence.
The regional Twitter page is currently showing just under 3,000 followers.