Marx Layne conceptualized an event to celebrate the launch of McDonald’s All Day Breakfast—Breakfast at the Beach. Marx Layne chose September 29 to host Breakfast at the Beach as this was the first day all Detroit area McDonald’s would be selling All Day Breakfast, this preceded the advertising window, and it was National Coffee Day. Marx Layne selected the venue—Campus Martius Beach—a sand-filled beach at the park located at the intersection of Woodward Avenue and Michigan Avenue in downtown Detroit because it would create an element of surprise and is a destination that draws a large pedestrian traffic from nearby offices.
The high-energy event kicked off at 11 a.m. Marx Layne coordinated all aspects of the event from securing a Temporary Food Establishment License from the City of Detroit Health Department to ordering the food and paper products, in addition to hiring entertainment, orchestrating a multitude of branded signage and giveaways, and staffing.
Marx Layne served food from the McDonald’s All Day Breakfast menu incorporating quality messaging in communication. Attendees enjoyed the Campus Martius Beach setting complete with All Day Breakfast-branded beach chairs and beach balls while being entertained by a steel drum band.
Marx Layne conducted media relations announcing the local event celebrating the upcoming launch of McDonald’s All Day Breakfast. Food drops were secured and facilitated on-set at local TV stations accompanied by a delivery of McDonald’s All Day Breakfast-branded robes and sleep masks for on-air talent.