“Travis is the first in a suite of big celebrities,” McDonald’s US CMO Morgan Flatley mentioned in a leaked memo.
- McDonald’s partnership with Travis Scott has been a large success for the model, with places operating out of elements due to the meal’s reputation.
- Scott is simply the primary of McDonald’s deliberate movie star partnerships, Business Insider has discovered.
- “Travis is the first in a suite of big celebrities that resonate across segments and are true fans of our food and our brand,” McDonald’s US CMO Morgan Flatley mentioned in an August memo obtained by Business Insider.
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McDonald’s Travis Scott partnership has been a runaway success. And, it’s simply the primary of a lot of movie star partnerships the chain has deliberate.
“Travis is the first in a suite of big celebrities that resonate across segments and are true fans of our food and our brand,” McDonald’s US CMO Morgan Flatley mentioned in an August memo obtained by Business Insider. “We can’t wait to share the rest of the lineup … in due time.”
Flatley instructed Business Insider in an interview in late August that McDonald’s started exploring a partnership with Scott over a 12 months in the past. When the chain was starting to place collectively its movie star marketing campaign over the summer season, discussions with Scott’s group started in earnest, in accordance with Flatley.
“Travis is one of many big celebrities who really love our brand and love our food,” Flatley mentioned. “And it’s just a great opportunity for us to really talk about that and celebrate that.”
Scott is the primary movie star’s title the chain has added to the menu since 1992, when McDonald’s partnered with Michael Jordan. McDonald’s declined to touch upon its future movie star partnerships at this level.
McDonald’s hinted that celebrities may play a bigger position in future advertising campaigns earlier this 12 months with its Super Bowl advert. The industrial exhibits the orders of celebrities Kim Kardashian West and Whoopi Goldberg, amongst others, and even fictional characters like Romeo and Juliet.
McDonald’s partnership with Scott is the chain’s first main advertising push because the pandemic started. The firm pulled again on how a lot it was spending on advertising beginning in March, as stay-at-home orders stored folks from visiting eating places.
As a consequence, McDonald’s now has a “sizeable marketing war chest” to spend within the second half of the 12 months, CEO Chris Kempczinski mentioned on a name with traders in July, together with a $100 million funding in advertising within the US.
Coincidentally, the Scott partnership didn’t require McDonald’s so as to add any new gadgets to the menu, because the meal solely features a Quarter Pounder, fries with BBQ sauce, and a Sprite. The Travis Scott Meal has despatched burger gross sales hovering on the chain to date, with Quarter Pounder elements promoting out at places throughout the US.
Upcoming movie star partnerships might make the most of an identical technique, with completely different stars’ favourite McDonald’s orders being advertising as “meals” — with out requiring McDonald’s to roll out any new menu gadgets.