McDonald's announces launch of new ad campaign, Good Morning Boston, which captures real Boston residents being surprised with warm McDonald's breakfast by actual restaurant crew members

Nevin Barich

BOSTON , February 17, 2014 (press release) – Boston-based advertising agency launches campaign that delights consumers with breakfast

The best way to have a great day is to start with a good morning, and McDonald's is serving up just that. Today, McDonald's unveiled its new integrated advertising campaign, Good Morning Boston, which captures real Bostonians unexpectedly being surprised with a warm McDonald's breakfast served by actual restaurant crew members.

Developed and lead by creative advertising agency H&L Partners, who just opened its new Boston location, Good Morning Boston is the company's first local campaign. It consists of two 30-second broadcast spots, launching today, filmed at the MBTA Aquarium Station. Local crew members were used in the filming - shot back in December - after attending an open casting call. In the commercials, the crew delivers fresh, hot McDonald's breakfasts to unsuspecting, real people in real situations. With the goal of providing Boston consumers with good mornings, the campaign also reinforces that McDonald's offers balanced meals, quality coffee and beverage options, and efficient service at a great value.

"The strength of this campaign is in its simplicity," said Mark Schaeffer, President of H&L Partners. "Delivering a nice surprise in the form of a hot cup of McCafe coffee or an Egg McMuffin sandwich in the midst of the morning routine reminds consumers how great breakfast at McDonald's is every day."

"The smiles delivered as a result of this campaign are genuine and organic," said Steve Walach, local McDonald's Owner/Operator. "Our restaurant crew truly impacted consumers' mornings in a positive way -- something we strive to do daily."

H&L Partners now occupies office space at 132 Canal Street in Boston. They currently have eight employees in Boston and will continue to expand. The Boston team is supported by H&L's creative and production teams in San Francisco and St. Louis.

Consumers can visit https://twitter.com/McDEasternNE and share how they're having a good morning, or how they made someone else's, to enter campaign contests and giveaways. Use the hashtag #GoodMorningBoston to participate in the conversation.

About McDonald's

McDonald's USA, LLC, is the leading foodservice provider in the United States serving a variety of foods made from quality ingredients to more than 26 million customers every day. Nearly 90 percent of McDonald's 14,000 U.S. restaurants are independently owned and operated by local business men and women. Customers can now log online for free at any of the 11,500 participating Wi-Fi enabled McDonald's U.S. restaurants. For more information, visit www.mcdonalds.com, or get Eastern New England area updates including local events and deals on Twitter via @McDEasternNE.

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.