We know that today’s Young Adult Market is a Multicultural (MC) one. Our objective was to enhance McDonald’s relevance within MC Young Adult culture and increase penetration among MC Young Adults. This audience is critically important due to their untapped lifetime value potential, influence across generations, and higher propensity to spend money on fast food.
MC Young Adults have been a primary focus for not only McDonald’s but our competitors as well, making this mission even more significant. McDonald’s needed to make strong cultural connections to continue gaining traction with this important audience.
