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McDonald’s Midnight Breakfast

Over 2,000 attendees!

In partnership with Cossette, Weber Shandwick and OMD, Prime Marketing was tasked with holding an epic, one-of-a-kind event to launch McDonald’s All Day Breakfast.

In Quebec City, Montreal and Saint John’s, McDonald’s hosted launch parties in-store to build awareness and social media buzz around the new All Day Breakfast menu. Consumers were invited to enjoy free McDonald’s gifts, breakfast food items, influencer appearances, DJ entertainment and more! In addition to generating FOMO and organizing event logistics, Prime Marketing designed and built a bed-like photo booth to maximize engagement and entice everyone to take a picture with their favorites influencers.


  • ± 2,000 attendees
  • 2,500 Egg McMuffins sampled
  • 1,000 fries and hash browns sampled
  • 700 McDonald’s pyjamas handed out

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