Cheap as chips: McDonald’s targets students

The menu targets students through a flexible pricing scheme, which changes through the month depending on the state of the student’s finances. On the 25th, when students receive their loan, prices are at their highest. They are gradually reduced each week until the 24th.

The campaign is also accompanied by a series of illustrated newspaper-like articles that describe students’ changing finances – ranging from ‘a smorgasbord of opportunities’ in week one, to ‘filing for bankruptcy’ in week four.

A similar campaign could be used to appeal to the Just Nots, as featured in our macrotrend.