Following the news that McDonalds has launched a new scented candle that replicates the smell of its signature Quarter Pounder;

Carmen Bryan, Consumer Analyst at GlobalData, a leading data and analytics company, offers her view on the evolution of fast-food marketing campaigns:

“The launch of the McDonald’s candle ties into a wider strategy that has been adopted by fast-food outlets for some time: the sensational and novel. This will largely appeal to Millennials, 65% of which actively buy products that they see are trending on social media.

“Many fast-food chains use quirky positioning, or unique limited-time offers that tap into consumers’ fear of missing out. Recent examples have ranged from KFC creating a music album to promote its Hot and Cheezy burger in Malaysia to Burger King inviting the UKs hottest Royal couple to don its very own Crown following the announcement of their step down to become financially independent. Such tactics demonstrate an obvious transition given the advent of social media and trending hashtags, which have encouraged companies to take a more hands on, and sometimes silly, approach to marketing – these days it’s all about relatability.

“In a twist on the usual formula, Burger King has subverted these typical trends with its polarising new campaign that shows its Whopper burger decomposing as a way to highlight its lack of preservatives. This is a clever and unique strategy that has certainly gained interest online. Not only does it capitalise on shock factor to create staying power, but its main focus is surprisingly on health and natural tags, making it stand out from its peers.

“Although some who see the advert might be put off slightly at the sight of green and blue on their favorite junk food, the vast majority will be unaffected when in the store purchasing. And in that respect, the advert has done its job. It is likely that other fast-food chains will follow suit, moving away from the solely ‘silly’ to a more mature form of sensational marketing.”

*GlobalData’s Q3 2019 consumer survey – US