RESULTS

20M+
POTENTIAL REACH

78%
COVERAGE RECOGNIZED

95+
LOCAL MEDIA PLACEMENTS

McDonald’s

SOCAL FIRST RESPONDERS: BREAKFAST ON US

RESULTS

20M+
POTENTIAL REACH

78%
COVERAGE RECOGNIZED

95+
LOCAL MEDIA PLACEMENTS

SEARCH

SOCAL FIRST RESPONDERS: BREAKFAST ON US

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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Crooke Joins R&CPMK Senior Director of Talent Anna Thackeray LONDON – September 28, 2022 – R&CPMK announced today the expansion of the agency’s London-based talent publicity team, with the addition of MK Crooke as Account Director. In the role, Crooke will manage a collection of R&CPMK’s signature talent clients across film and television. Crooke’s existing clients will also join R&CPMK. Crooke will report to Anna Thackeray, Senior Director of Talent, who leads R&CPMK’s UK publicity group. “The growth of our London team, led by Anna, represents an exciting and natural step in executing best-in-class publicity campaigns and strategic advisement
R&CPMK President of Digital Entertainment and Gaming, Melissa Schumer, shares with Adweek how the three industry-leading brands are developing novel ways to tap fandoms from various genres, and how R&CPMK is helping them connect with fans and consumers. “Fans represent the most loyal consumers for any given product. Understanding the power of fan communities allows smart brands to increase their reach among those communities through novel partnerships. Here’s how Mastercard, Crunchyroll and Hasbro surprise and delight fans to build their own fandoms.” Read the full article on ADWEEK.

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