McDelivery: How Predictive Logic can sell a lot, lot, lot more hamburgers – APPIES Asia Pacific 2016 Gold Winner

mcdelivery appies apac

“McDelivery: How Predictive Logic can sell a lot, lot, lot more hamburgers” was a Gold winning campaign of APPIES Asia Pacific 2016, created by Tasseologic Inc. for McDonald’s Singapore.

This campaign is another example of how disruptive innovation in integrated marketing communications can lead to growth and success.

Campaign Synopsis:

In 2015, McDelivery faced stiff competition from food delivery startups eagerly eating away at our slice of pie.

They took heed from Jeff Bezos: “Put the Customer first. Invent. Predict.”

With McDelivery, McDonald’s moved from mass marketing to mass personalisation, hitting customers with hyper-relevant offers via Predictive Logic on what they wanted to eat, when they were craving it the most– even if they didn’t even know it, resulting in incremental sales of 23%.


Agency: Tasseologic Inc.

Urvashi Pitre – President

Jatinder Singh – Analytics and Strategy

Prudence Milligan – Marketing Strategy

Yak Yih Cheng – Business Director

Client: McDonald’s Singapore

Michelle Wong – Director CRM and Analytics

Gallen Yip – Customer Analytics

Adelene Chan – Digital Analytics Specialist

Yvonne Low – Senior Director Marketing Digital and Menu Innovation

Presenter: Dr. Urvashi Pitre, President, Tasseologic Inc.

appies asia pacific

APPIES Asia Pacific 2022 will be hosted by Malaysia!

APPIES Asia Pacific is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

Despite hosting this event virtually due to the ongoing battle against COVID-19, this is the only event in the region where Live Presentations meets Live Judging.

Similar to TED Talks, APPIES is the chance for great presenters with outstanding work to show it off to some of the region’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!

For more details visit

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