With our key message “the start of a new breakfast experience,” the promotion proceeded by means of a “flashing peek and teasing” communication method. The essence of this technique was to gradually reveal the whole picture of McGriddles through various contact points including TVCF/Radio/Newspaper/Magazine/Web/Transit/PR Event etc. Our aim as regards target consumers was to arouse their expectations and stimulate their curiosity as much as possible so that we could maximize the number of people trying the product after its launch.

One week after the product was introduced, sales were three times higher than originally estimated. McDonald's breakfast sales and customer numbers rose by 30% compared to the previous year; and of the breakfast customers, seven out of ten ordered McGriddles on some days. Word-of-mouth communication among target consumers has also expanded, particularly through blogs.