Showcasing until the end of April 2010, the campaign positions McDonald’s to an estimated 10 850 000 shoppers in nine malls across the country using Primedia Unlimited’s infrastructure.

The interactive Chicken and Avo Wrap advertising commenced flighting in the first two weeks of February, whilst the McValue Meal campaign kicked off from the 15th February until the end of April 2010.

The objective of the promotion is to highlight the restaurant’s low-cost offerings. McDonald’s expects the campaign to inform its customers and to yield long-term brand equity through association with the Primall’s cutting-edge digital technologies.

McDonald’s is building brand loyalty through a local partner channel and this promotion seeks to reach the South African consumer in a way that integrates with their daily lives.

Lee Curtis, Primall’s Executive Head of Sales and Marketing says that Primall Media’s Digital Ad Screens are full LCD HD touch screen units which stand at eye level. ‘The animation capabilities allow advertisers to deliver engaging, eye-catching messages in prime traffic zones within the malls,’ he says. ‘This partnership compliments McDonald’s strategy as our platforms are key in steering foot traffic to purchase points through top-of-mind awareness.’