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San Diego County McDonald’s Tests All-Day Breakfast



NST developed a public relations campaign for the highly visible, long-anticipated rollout of San Diego County McDonald’s test of All-Day Breakfast. With national media attention fixated on All-Day Breakfast, NST used traditional media, digital and social media outreach, and a customer appreciation day to spread the word locally.


NST created a special preview for media and My McCafé members, an affinity club NST manages on behalf of San Diego County McDonald’s owners/operators. Major broadcast stations attended to interview customers and McDonald’s corporate representatives at the festivities.

On launch day, NST hit the ground running by conducting food drops to broadcast television and radio stations, securing on-air mentions during popular drive-time programs. Additionally, NST worked with leading print publications, like the San Diego Union-Tribune and San Diego Family Magazine, and popular bloggers and digital news sites to cultivate excitement about breakfast’s expanded availability. NST used San Diego County McDonald’s social media platforms, an affinity club email marketing campaign and the website to further announcement reach.

Media coverage of the All-Day Breakfast launch was also covered nationally through AOL, Bloomberg Business, CNBC, Eater, The Huffington Post and USA Today.


546,944 local media impressions from 16 broadcast/radio segments and 9 broadcasted food drops
5,745 email opens
700% spike in website visits on launch day

Services Provided

Public Relations, Media Relations, Digital Media, Social Media, Email Marketing


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