Canadian bank uses McDonald's as ad medium

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TORONTO -- Canada's Bank of Montreal is taking its latest mutual fund marketing campaign to McDonald's.

McDonald's restaurants in the province of Ontario will distribute 1.25 million MatchMaker quizzes, which promote the bank's First Canadian Funds. Included is a coupon for a free muffin and coffee.

"Partnering with a quick-service restaurant is an innovative way to get our MatchMaker self- test into people's hands," says Sandy Bourne, marketing director for First Canadian Funds. Another 750,000 of the quizzes will be delivered to homes in the province.

Bank of Montreal's promotion runs Feb. 9 to March 2, in prime marketing time for Canada's $210 billion mutual fund industry: that's when Canadians are looking for investments for their government-registered retirement savings plans.

Copyright February 1998, Crain Communications Inc.

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