Bacon Clubhouse Case Study
To launch McDonald's new premium Bacon Clubhouse Sandwich in the Columbus, Ohio, and Greenville, South Carolina markets, Fahlgren Mortine knew that in order to drive purchase, it was necessary to drive trial.
With food quality misperceptions at an all-time high, we realized a barrier stood between the brand and its core consumers - millennials. We recommended a targeted influencer engagement strategy to put the sandwich into the hands of socially-influential millennial 'foodies'.
We surprised influencers with an exclusive, out-of-the-box "Burgers and Brew" tasting event at a new local brewery in each market. Each guest received the sandwich of their choice ("made for you") and got the opportunity to learn more about the company's food quality story in a fun and relaxed atmosphere.
During both events, 70 engaged tastemakers (RSVP attendees) tweeted "sandwich selfies" with the hashtag #MyBaconClubhouse to get the word out, resulting in 50,000 social media impressions. The event received great feedback, including engagement from the local media, and inspired those not at the event to join the conversation and inquire about the new sandwich.