Consumers generally read newspapers when they’re on public transport in the mornings, and the creative solution was directly related to this idea. We created our specially designed McDonald’s newspaper which gave information about breakfast products in a witty and entertaining way. Newspapers were distributed by newsboys around restaurants.Newsboys captured consumers’ attention yelling on the streets as “Writing latest news! McDonald’s breakfast news is here only!”To support this activity and make people try McD Breakfast, McDonald’s’ package boys distributed free product coupons and invited consumers to restaurants to sample breakfast products.Addition to this we used boards in subway stations and billboards around these restaurants.So the target audience was exposed to the message on their daily routes such as bus stops, entries of subway stations and in front of business centers.

As the interactive games and radio plays were very interesting and witty, word of mouth generated a significant spread.Breakfast sales increased by 21% and received 33% share of all sales between 4am-10.30am.Number of visitors increased by 15% between 04:00-10.30 am.