Independent ad agency BernsteinRein (BR) has added another McDonald’s co-op to its portfolio, lifting the number of restaurants supported to 365 - a McDonald’s for every day of the year,” said agency president Steve Bernstein.
The Kansas City agency competed against other longtime McDonald’s roster agencies for both the creative and media assignment earlier this month. “The quality of the competition has never been greater,” Bernstein said.
The Missouri co-op “Big-MO” stretches across southern Missouri to northern Arkansas to Western Illinois to northeastern Oklahoma and includes 124 McDonald’s restaurants. This significantly expands the agency’s business with the fast-food giant, as the agency also represents McDonald’s owners in the metropolitan areas of Kansas City, St. Joseph, Omaha, Council Bluffs, Lincoln, Hastings, Kearney, North Platte and Sioux City.
Andi Hilburn-Vaini, president of McDonald’s Big-MO Co-op, said in a statement: “We have known BR’s reputation for being a strong business and creative partner for several years, so selecting them to lead our business just felt right. They have a proven track record of growing operator cash flow, outstanding leadership and great creativity. We could not be more excited to get our relationship started.”
Bernstein-Rein has worked with McDonald’s for more than 50 years, representing franchisees as well as contributing to national efforts. BR invented the Happy Meal and has frequently been involved in testing & developing new initiatives like 24-hour operations and McCafe beverages.
Recent McDonald’s efforts from BR include smart sports sponsorship with the Kansas City Chiefs, where McDonald’s was dubbed the “Home of the Beefs”, the “Big Macs for Sacks” promotion with the University of Nebraska Huskers, and a drive-thru focused campaign that positions McDonald’s breakfast as “The Most Important Meal on the Way.”
BR began working to support the McDonald’s Big-MO Co-op immediately upon being named the winner, with Randy Bates and Libby Schaller will lead account management and creative respectively.
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