McDonald’s Samples McSkillet Burrito for Leap Year Event

Posted on by Chief Marketer Staff

McDonald’s is sampling its latest menu addition, the McSkillet Burrito, with a two-day campaign tied to Leap Year.

People who visit a participating McDonald’s on Feb. 28 and 29 and buy a medium or large beverage will receive a free McSkillet Burrito, while supplies last.

About 1 million McSkillet Burritos will be given away each day during the promotion, McDonald’s said.

There’s a market for hot breakfast. According to a recent Kelton Research survey, 72% of people said they would prefer to start their day with a hot meal. And nearly half (48%) eat their breakfast on the go at least once a week, it found.

As part of the event, McDonald’s will treat customers in Chicago, Los Angeles and San Francisco to special events and celebrity appearances. For example, singer Yolanda Perez will greet people during the morning rush at a Los Angeles restaurant on Feb 28. That same day, a local radio station will have a live remote from a McDonald’s restaurant in San Francisco. And on Feb. 29, R&B star Ciara will work behind the counter at a downtown Chicago McDonald’s.

The campaign is one of several initiatives McDonald’s is kicking off to drive trial of the product, which launched in November (Promo Xtra, Nov, 28, 2007).

The McSkillet Burrito features sausage, peppers, onions, scrambled egg, potatoes and salsa piled in a tortilla wrap. The product sells for about $2.49.

TV spots, print ads, radio spots, online marketing and in-restaurant signage support the campaign.

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