McDonald’s Serves Up a Retro Birthday Treat

If you were a British kid in the 80s or 90s you’ll remember the prestige associated with a McDonald’s Birthday Party – the child who could get their parents to splash out on one was the subject of some envy. Not because they were particularly expensive: because they were awesome. The food, the games, the balloons, the special furniture and Ronald McDonald merch, the breakdancing contests…

Well, OK, maybe you weren’t quite cool enough for the breakdancing contests. But the kids in McDonalds’ recent ad – a lovingly recreated and historically accurate 80s McDonalds party – were. The ad, made by agency Leo Burnett, is sure to spark many a memory for Gen X and older Millennials who remember what a treat a McDonalds party was. A great hip-hop soundtrack – Young MC’s hit “Know How” – kickstarts the party atmosphere, adds to the nostalgia, and gives the ad a musical and visual focus as partygoers break and spin on the restaurant floor. Even the nerdiest 80s kid can be seen getting down.

As the ad reveals at the end, all this nostalgia has a specific purpose – this is McDonald’s own 50th Anniversary year in Britain, and the ad is part of a program of celebrations, exclusive menus and merchandise up and down the country. But it also works just fine as a reminder of the “McDonald’s feeling” the brand wants to evoke – and a reminder to sometime partygoers that their own kids and grandkids might like a party of their own.

The ad’s emphasis on social connection and togetherness brings to mind one of the big findings in our latest System1 report. Recipe For Success focuses on the QSR (Quick Serve Restaurant) industry, and is full of detailed breakdowns of its ads and specific examples of how well they perform. Based on data from over 350 QSR commercials, it’s also full of tips for QSR brands on making the best, most appealing and effective ads they can.

One of the major themes in the Recipe For Success report might seem counter-intuitive. When it comes to QSR advertising, the food is not the star. But the food is the product, you might say. Maybe so, but it’s still only part of what these brands are selling. What any parent who booked a McDonalds birthday party back in the day knew is that the real joy of the QSR brands is how they bring people together. The food is a connector, not the star, and QSR ads are more effective when they show the happiness and togetherness the food creates.

That’s exactly what McDonald’s are doing with their 50th Birthday ad, which is full of togetherness, conviviality and non-verbal communication – all things which help make ads more emotional and more appealing to the right-brain. The brand gets a strong 4.1-Star Rating for long-term growth potential – above the 3-Star average in what is an emotional and highly competitive sector. The ad really shines, though, with Exceptional scores in both short-term Star Rating and in Brand Fluency – again, outdoing competitors in these measures.

In other words, McDonald’s is successfully having its birthday cake and eating it. It’s made a spot which very effectively advertises a short-term promotion while also reinforcing all the distinctive brand assets the restaurant has built up over the decades. All with an ad which creates plenty of nostalgia, emotional warmth and a sense of togetherness. As the final tagline says – “You’re all invited”.