McDonald’s Ireland recently added a limited, and very Irish, edition to its burger menu – the McMór. For the first time ever a McDonald’s burger will include two national favourites, Ballymaloe Relish and Charleville Cheddar Cheese, combining to give the McMór a truly authentic Irish taste. The McMór will be available in all 88 McDonald’s restaurants across Ireland from Wednesday 2nd September for a six week period only.
Planned by Mediaworks and Source out of home, McDonald’s are running on OOH in cycle 19 to celebrate the launch of the McMór. Formats in the campaign include 48 Sheets, Golden Squares, Metropoles and Adshel. Emphasising the Irishness of McDonald’s new offering, a variety of copylines are used on the posters that refer to habits or appearances that are associated with Irish people. These include ‘So Irish, it claps when the plane lands’ and ‘So Irish, it’s even got freckles’.
Speaking about the launch of the McMór, Roma O’Connor, marketing director, McDonald’s Restaurants of Ireland said the company was delighted to be “collaborating with great Irish producers” and that she is “confident customers will love the taste of the product”.