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Fast-food firms bolster press spend to win over consumers

by Gemma Charles, Marketing 04-Mar-08, 08:45

LONDON - Press advertising through the use of vouchers has emerged as the latest battleground for fast-food chains to target consumers with deals.

London freesheet Metro is one of the main newspapers used for voucher campaigns by McDonald's and Burger King as it has a significant young readership. NRS data for 2007 showed that 26.35% of its London readership comprises 15- to 24-year-olds. At the beginning of this year, Ofcom introduced stricter regulations on the TV advertising of foods which are high in fat, salt or sugar to the under-16s.

In January and February, McDonald's ran two promotions, the first a BOGOF on its flagship Big Mac, and a second offering readers a Big Mac or McChicken Sandwich with medium fries for £1.99. McDonald's spent £528,000 on the promotion, according to Thomson Intermedia.

Since December, Burger King has used vouchers as a key element in the marketing of its revamped breakfast offering, spending £144,000, all with Metro.

Both chains increased their press advertising over 2007. McDonald's spend was up 29.4% to £5.34m, while Burger King's rose by more than £100,000, according to Nielsen Media Research. However, over the past five months McDonald's has been dominant, spending £3.6m on press ads, while Burger King spent £615,000.