Yesterday was McHappy Day and we are loving it! There are a couple of standouts around this years program and one in particular that our team is loving. McDonalds found a great home grown Canadian strategic partnership with fashion brand, Peace Collective.
So Why Are We Loving This Strategic Partnership?
When we asked James for his opinion, he was quick to respond “McDonalds is a power house brand that does so many thing well, but it seems to struggle with authenticity. It tries hard, but it is a large corporate brand that seems to have a hard time with the concept of thinking globally but acting locally… and in this instance I mean as local as the neighbourhood store that people want to call their own. This strategic partnership and specifically Peace Collective, validate their efforts and give McDonalds a lift when it comes to credibly being authentic.”
Our Chief Negotiator, Ellie the Jack Russell, simply seems to love the smell and tastes of the breakfast and now the lunches that have made their way into the office. While Zana Petric feels that “As a self-confessed foodie, McDonalds has been my go to fast food burger joint since I was a kid. I try all the new products, participate in McDonalds monopoly, collect stickers each time I purchase a coffee and I even have some limited edition merchandise! But most importantly, McDonalds wins for me today because I want to support the Ronald McDonald House Charities and they might just win in the longer term as well. They’re leveraging cause and purpose and in doing so happen to have reminded me that McDonalds is no longer the burger joint they were when I was a kid. They are also giving me a direct opportunity to become part of something larger through their partnership with Peace Collective. The partnership gives me an opportunity to engage in a movement.”
The Sum Of Its Parts Is Greater Than The Individual Contributions
Canadians overwhelmingly want to engage with causes that matter to them, but they want to do so in a manner that is authentic to themselves and on their own terms. Pushing requests for support on to Canadians is no longer as effective as it once was. As we cover in our leading seminar series, The Paradigm Shift™: The Ecosystem of Brand, Cause and Consumer, consumers want to be part of and engage with movements that are much larger and go well beyond their own personal contribution.
Philanthropy VS. Earned Revenues
Charities have three distinct revenue sources; government funding, philanthropic donations and earned revenue. The average charity is seeing declining government funding and philanthropic donations. This means earned revenues are more important than ever. Beyond the fact that unlike the other two revenue sources, earned revenues are 100% controllable, earned revenue channels allow charities to engage with Canadians as social enterprises. Consumers want to support causes that matter to them and increasingly they are doing so through their daily purchasing choices. The strategic partnership between McDonalds and Peace Collective give consumers this opportunity!
The Final Bell
We love this strategic partnership between McDonalds and Peace Collective because it works on so many levels. McDonalds get to leverage Peace Collective’s authentic brand equity, the collection introduces earned revenue for the Ronald McDonald House Charities and together they give consumers an opportunity to engage in a movement that goes well beyond their individual contributions.