McDonald's celebrity meals are a brilliant marketing ploy (without adding a single new ingredient to their menu)

McDonald's is partnering with hugely popular and award-winning artists, and in addition, the fast-food chain is drumming up sales with limited-time menu offers.

What is the strategy behind this new marketing tact?

The outbreak of COVID-19 forced McDonald’s chains to halt their marketing plans entirely and implement socially distant friendly campaigns that included initiatives such as free deliveries.

The question remained about how McDonald’s was going to reenter the industry following a period of instability.

The American fast-food company reacted by launching a limited time ‘Travis Scott Meal’ that consisted of a Quarter Pounder with cheese, fries with barbecue dipping sauce and a Sprite. This was the first time in 30 years since Michael Jordan that McDonald’s had named a menu after a celebrity. The campaign proved to be such a success that chains experienced a shortage of Quarter Pounders and could not keep up with the levels of consumer demand.

Following the success of Travis Scott’s collaboration, McDonald’s has now decided to launch a collaboration with Latin pop star J Balvin. Interestingly, J Balvin is adding another marketing ploy to the McDonald’s ever-growing arsenal of tactics. The superstar is encouraging customers to download the McDonald’s app and receive an Oreo McFlurry for free for their troubles.

So what is the genius behind McDonald’s strategy?

McDonald’s does not even need to add a single new ingredient to its kitchens to pull off this marketing ploy.

Instead, McDonald’s is simply repackaging existing products and consequently are boosting their sales substantially. Limited-time menu items generate buzz around a brand that in turn turns customers into brand advocates across social media platforms. The beauty of the McDonalds strategy is that there is no additional burden in the kitchen - the chain is simply reformatting current ingredients whilst exciting consumers with the chance to experience a ‘new’ meal. Furthermore, these celebrity partnerships allow McDonald's to reach a more diverse and younger customer base through partnering with cultural icons.

The power of McDonald’s collaborating with celebrities has not only skyrocketed their social media mentions but also their stock price - gaining nearly 22 percent this quarter alone.

McDonald’s has shown the power of influencer marketing, and has showcased a way to remarket the same ingredients with powerhouse celebrity partnerships to achieve sizeable sales. The company will announce its Q3 earnings results in early November providing us with some clear direction on just how effective their marketing strategy has been.