McDonald's Adds McMinis to Menu in Canada

Aimed at Women, Ads From Cossette Say 'Small Things Matter'

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Fast food chains are all looking for profitable, sustainable ways to redefine "value for money," preferably without grabbing items from the regular menu and selling them for $1. McDonald's does it better than most, as Marketing magazine, Ad Age's editorial partner in Canada, reports in a story on a McDonald's Canada initiative—new McMini chicken sandwiches. A McDonald's spokesperson confirmed the new item is only sold in Canada.

The effort from Cossette includes TV, radio, out-of-home and online contests that support the new menu item, which is available in two gourmet flavours: Spicy Thai and Pesto.

McDonald's introduced the McMini in Quebec last year for a limited time but decided to bring it back because it "performed extremely well and speaks to more menu variety and more options in terms of sizing at a great value," said Louis Payette, McDonald's national media relations manager.

The sandwiches are served on a mini bakery-style baguette with the choice of crispy or grilled seasoned all-white chicken breast and sell for $1.99.

McDonald's expects the new item to appeal mostly to women because they're often looking for a snack option or a smaller meal size, said Payette.

Marketing magazine
Marketing, a leading print magazine and twice-daily enewsletter published by Rogers Publishing, covers Canada’s marketing, media and communications industries.

The 30-second commercial shows men being affectionate to their female partners, whether it's helping her out of the car, or leaving a love note in her purse. The message is that little things matter, and it's a big deal when you're able to obtain them, said Payette. McDonald's has also partnered with, and to host the "Small Things Matter" contest, which has been tailored to fit the content of each site, said Payette.

For example, entrants at are asked to e-mail in there favorite "Hollywood McMini"–favourite celebrity baby–with an explanation of why that baby is their favorite.

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