Our communications strategy is built on a dynamic editorial approach that crafts content rich storytelling across multiple channels that consumers engage with every day.



August 25, 2020
As COVID-19 swept across the nation, McDonald’s SoCal wanted to make a bold statement to support local relief efforts. R&CPMK responded by leading a campaign that would mobilize 700+ locally owned and operated restaurants to honor first responders and position the brand as a leader in giving back to the communities it serves. SCALABILITY GOES A LONG WAY A competitive audit revealed QSRs were rolling out fragmented offers for first responders: waitlist for free burritos, donuts on Mondays. Leveraging the size and strength of McDonald’s Southern California system, we made it simple: First responders, your breakfast is on us – at any of our 700+ locally owned and operated restaurants, in all seven SoCal counties, for the foreseeable future. With paid media restrictions in place, R&CPMK took a local earned media approach to drive visibility around McDonald’s small business owners and reinforce their position as pillars of their community, messaging the offer as franchisee-led. Our team secured and coordinated opportunities for SoCal owner-operators to take visible action by delivering breakfast to local emergency healthcare workers and first responders. In just a few days of the “Breakfast On Us” program, McDonald’s SoCal restaurants served more than 90,000 cups of free coffee and 95,000 free Egg McMuffin sandwiches. During a May 5 press conference to provide the daily coronavirus briefing with L.A. County officials, Mayor Garcetti personally thanked McDonald’s owner-operator Veronica Sanchez-Soto for bringing breakfast to the first responders at the City of L.A. Emergency Operations Center on two separate occasions (both coordinated by R&CPMK).

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Featured in the latest Adweek article, Meilani Weiss, EVP of Brand Integration at R&CPMK shares her insight on how brands can best reach their audiences on streaming platforms and the complex landscape of brand integration. “Netflix boasts approximately 214 million worldwide users. Most of them are under 45. They have higher household income than an average consumer. And you can’t reach any of them with an ad buy. Last year, streaming eclipsed broadcast and cable TV in total viewership. This is according to Nielsen’s Gauge report, which found that 26% of all TV viewing is now streaming. The trend
R&CPMK clients – Colossal, LifeLabs, and Mastercard – made the list of Fast Company’s 2022 World Changing Ideas Awards in the Climate category. Congratulations to our clients and their respective teams at R&CPMK! “The climate category of Fast Company’s World Changing Ideas Awards recognizes projects designed to mitigate the impacts of climate change, limit emissions, help build resiliency to climate disasters, or otherwise help solve issues of climate crisis.” To view the full Fast Company article, click here. To learn more about our clients, read below. Colossal is nominated as a finalist for the Woolly Mammoth De-extinction Project, a