• Brandweek, Friday, March 31, 2006 11:30 AM

McDonald's is introducing a new, multi-tiered integrated marketing effort designed to increase its breakfast business. The effort is also multilingual, targeting both English and Spanish-speaking consumers. Media elements include bilingual outdoor ads, point-of-purchase materials and Internet banner ads, radio, a Web site (www.mcmornings.com) and street-team activations with samples of the chain's Premium Roast Coffee. The campaign's hook is to provide people with an excuse for coming in late to work so they can stop at McDonald's for breakfast. For example, the Web site contains a device called "Excuse Generator 3000" that will create a letter to the user's boss explaining why the employee was late to work. Possible scenarios include "traffic drama" or "alien abduction." The user can choose the excuse to come from a "Doctor," "Mechanic," "Alien" or "Special Agent." A spokesman for the fast-food marketer's ad agency said its research showed that young adults skip breakfast 25 percent of the time, while 35 percent of Latinos do not eat breakfast daily.

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