1. SHIFT's campaign for McDonald's earned four industry awards, enhancing brand recognition. 2. The campaign drove a 16.9% increase in new app customers and record sales. 3. Partnership with Buffalo Bills aimed at boosting local relevance among fans. 4. SHIFT expanded its relationship with McDonald's, adding new business units. 5. Overall, SHIFT's strategies significantly raised McDonald's visibility and sales performance.
FAQ
Why Bullish?
Successful campaigns like this historically boost McDonald's brand loyalty and sales, as seen in past promotions and partnerships.
How important is it?
This campaign has a proven track record of enhancing both sales and customer engagement, which are crucial for MCD's stock performance.
Why Short Term?
The immediate sales boost and app engagement indicate short-term positive impact, particularly with the Bills Mafia campaign ongoing.
SHIFT Communications Recognized for Outstanding PR Work with McDonald's
BOSTON, Dec. 16, 2025 (GLOBE NEWSWIRE) -- SHIFT Communications, a leading integrated PR agency, has recently garnered national acclaim for its innovative public relations work with McDonald's (MCD) through the Owner/Operator Association of the Empire State. Collaborating with partners Moroch and OMD, SHIFT's campaign titled “Getting into the Minds, Hearts & Stomachs of ‘Bills Mafia’” has received four prestigious industry awards, underscoring its excellence in consumer public relations.
Achievement Highlights of the McDonald's Campaign
The successful sponsorship of the Buffalo Bills was strategically designed to enhance local engagement with the “Bills Mafia” fanbase. This comprehensive multichannel PR and marketing initiative featured several activations such as:
- Bills Mafia Box
- Buffalo Chill beverage
- Big Mac Sack offer
The campaign effectively connected fans to McDonald's (MCD), allowing them to celebrate their team throughout the season. SHIFT spearheaded the PR promotion, fostering storytelling across social media, influencer outreach, and earned media, resulting in a remarkable 255% year-over-year increase in press coverage. Moroch contributed through creative strategy while OMD handled paid media amplification.
Impressive Results and Recognition
The campaign not only surpassed its objectives but also drove a significant 16.9% increase in new app customers and achieved record-breaking sales in restaurants. This effectiveness did not go unnoticed, as the campaign received notable awards, including:
- Chief Marketer Top 50 Campaigns of 2025: Restaurant/F&B category winner
- 2025 PRNews Platinum Awards: Brand Reputation Campaign winner
- 2025 PRNews Platinum Awards: PR Campaign of the Year, Restaurant/F&B honorable mention
- 2025 PR Club of New England Bell Ringer Awards: Integrated Marketing bronze bell
Continuing Partnership and Future Initiatives
For the 2025-2026 season, the Bills Mafia campaign will return with new activations. This marks SHIFT's second consecutive year as the PR agency of record for McDonald's (MCD) in the Empire State, building on a 13-year partnership with McDonald’s New England. In 2025, SHIFT also welcomed new clients, including the Owner/Operators of Chicagoland and Northwest Indiana, as well as the Appalachian-Bluegrass Owners Association.
About SHIFT Communications
SHIFT Communications is a premier integrated PR and communications agency that transforms public relations into measurable business outcomes for B2B technology, healthcare, and consumer brands. Their Performance Communications approach focuses on tailored campaigns that generate visibility, credibility, and demand while ensuring detailed measurement of impact on business objectives.
Since 2003, SHIFT has empowered leading global brands and disruptors to excel in their categories. Their impressive client roster includes industry leaders such as Butterfly Network, Citrix, Included Health, McDonald's (MCD), OneDigital, Talkdesk, and Wedderspoon.
FAQs about SHIFT’s Consumer PR Efforts
What consumer PR services does SHIFT offer?
SHIFT operates a full-service agency model, delivering a comprehensive suite of PR, content, and marketing services designed to create highly integrated campaigns that enhance both brand equity and sales.
Why are SHIFT’s consumer PR awards significant?
In a competitive B2C PR landscape, SHIFT’s consistent recognitions for their work with brands like McDonald's (MCD) affirm their capability as a reliable partner in crafting resonant campaigns and performance-driven communications strategies that meet demanding business objectives.