McDonald’s India (West & South) has introduced the McSavers+ campaign, which challenges conventional value rules with the tagline “It Doesn’t Add Up.” This campaign offers snack and beverage combos that defy traditional pricing norms.
The campaign highlights the unusual math of 65+49=69 to emphasize the exceptional value of McSavers+. Customers can buy the new Chicken Surprise Burger for Rs 65 and a Coke Float for Rs 49, but instead of the expected Rs 114, they only pay Rs 69. This value proposition is designed to be so enticing that it doesn’t add up—in the best possible way.
Arvind RP, Chief Marketing Officer of McDonald’s India (W&S), said, “We are delighted to launch the McSavers+ campaign targeted at the youth. Our constant aim is to make delicious feel-good moments easy for everyone and democratize access to delicious food, being easy on the wallet. We have ensured that every aspect of this campaign—from the enticing price points to the playful and engaging communications—has been meticulously crafted to resonate with Gen Z, a key audience for McDonald’s.”
The campaign features a TV commercial that opens with two Gen Z kids at a McDonald’s counter, bewildered by the math-defying offer. They see a Chicken Surprise for Rs 65 and a Coke Float for Rs 49, yet the total is just Rs 69. Their confusion is humorously likened to solving complex math that would baffle even Isaac Newton. The scene then shifts to Newton under a tree, humorously struck by a Chicken Surprise Burger while enjoying a Coke Float. This strange incident inspires the genius, symbolizing a breakthrough in understanding the unbelievable value. With the tagline “Value so good, it doesn’t add up,” the TV commercial blends historical wit with modern value expectations.
Rahul Mathew, Chief Creative Officer of DDB Mudra Group, said, “Value has become such an overused word and a blind spot in the retail world. We needed a new way to communicate the same to our Gen Z audience. And so we decided to take them through the math (or the lack of it) in our offers. And who better to take them through it than someone who probably scored A++++ in his math class—Isaac Newton.”
McSavers+ features a variety of snack options, including McAloo Tikki, Pizza McPuff, McEgg Burger, Regular Fries, and the new Chicken Surprise.