This consumer insight led campaign was born of a deep understanding of the angst-ridden teenage years. Our research unearthed that the value offered by McDonald’s Eurosaver menu is one of the few things that is there for teens during these turbulent years. In this fully integrated campaign, Johnny Logan represents the Eurosaver menu as that pillar of support for teens when they need it most. The creative illustrates occasions where teens react badly to ‘devastating news’. Johnny enters the situation offering some ‘Hold Me Now’ support. Life may be tough but at least there’s Johnny and the Eurosaver menu.

The campaign launched in January with national TV, outdoor, in-store and online activity. The additional media coverage significantly added weight to the campaign. A second commercial launched online in advance of airing on TV and cinema in February. The campaign is continuing to evolve with refreshed content as well as the anticipated release of the third commercial in an online world only this April. The third commercial will be aired during the Eurovision Song Contest in May and launch nationally in June. This fully integrated campaign will continue to roll out additional outdoor, radio and online work throughout the year.