Cossette Highlights Moving Day in McDonald’s New Campaign

Agency Cossette is letting people know that if they ever decide to move locations, there will always be a McDonald's nearby.

The initiative, aptly titled "Always Around the Corner," harps on the craze surrounding "Moving Day," a special day in Montreal, Canada that takes place on the first of July. On this day, people traditionally moved out of their places to set stones in a new — a tradition that dates back to when the area demanded fixed terms for leases on rentals. 

With this, Moving Day tends to be a little hectic in and around the city, which is why the agency and fast-food chain saw the opportunity to be part of the tradition.

"July 1st is a special day for everyone moving in Quebec, and McDonald’s is delighted to be part of it," explained Suzanne Grondin, McDonald's Canada's marketing manager.

Furthermore, Grondin reassures that with 300 McDonald's branches across the province, locals can count on a restaurant to be nearby, no matter where they move to. 

Cossette and McDonald's collab leverages cultural relevance and timing to ensure it resonates deeply with locals as they go through a special time.

By emphasizing its extensive presence through a set of ads, it reassures customers of their accessibility during a hectic time — a good example of holiday marketing at play.

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Back in 2020, Cossette and McDonald's Canada launched a similar campaign for the same holiday, this time shaping furniture at the back of a moving truck to resemble its world-famous fries and Big Mac.

Find the Arches

The latest campaign from the agency and brand, which consists of three static images running in print and signages across Montreal, draws inspiration from the children's book "Where's Waldo?"

Here, viewers were challenged to find the iconic Golden Arches within different set backgrounds that allude to Moving Day.

In these backgrounds lie open cardboard boxes filled with memorabilia, storage boxes stacked on top of each other, and paint rollers leaning against unfinished walls. At the bottom-right of the image, text writes: "Find us nearby."

François-Julien Rainville, associate creative director at Cossette, shared that movers are always looking for something. "You look for boxes, you look for parking, you look for what you’re going to eat. But the one thing you don’t have to look for is a McDonald’s," Rainville concluded.

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