The Situation
The quick service restaurant industry has seen year-over-year revenue growth since 2021, with more and more brands breaking into the space. McDonald’s, one of the oldest and most established brands in the business, sought to differentiate themselves from the other offerings across the Netherlands. They utilized a streaming audio asset in their campaign to promote their new “Fan Favorites” menu.
McDonald’s partnered with AdsWizz and Veritonic, a leading audio research company, during the campaign to see how the streaming asset was impacting brand favorability and purchase intent of these new menu items.
The Solution
The brand lift study targeted adults aged 18+ in the Netherlands who frequently dine at fast food restaurants and listen to music streaming platforms at least once a week.
Participants were asked how often they visit fast food restaurants and their overall opinions of various fast food brands. They were also asked whether they intend to try McDonald’s new “Fan Favorite” menu during their next fast food visit.
The Results
The streaming audio asset delivered strong results across key KPIs for McDonald’s, driving significant lifts in both favorability and purchase intent. Among frequent fast food diners, there was a 19 percentage point increase in brand favorability and a 26 percentage point increase in intent to purchase from the “Fan Favorites” menu. Intent also increased among listeners who regularly dine at competing fast food chains, showing the ad’s ability to capture attention beyond existing McDonald’s customers.
Veritonic’s brand lift study highlighted the effectiveness of the streaming audio asset in increased awareness, as frequent fast food consumers saw lifts across all metrics.
The success of this campaign shows that audio can do more than build awareness; it can drive real decisions. Listeners in the Netherlands are now more likely to think of McDonald’s when it’s time to grab their next meal.
Technology for a sound world.
