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Hello, communicators.

McDonald’s is celebrating the 50th anniversary of its Egg McMuffin sandwich by offering the classic breakfast staple at its original price of 63 cents.

The promotion offers a bit of brand history while also driving consumers to its loyalty program through its mobile app. Customers are able to purchase the sandwich for the bargain price during breakfast hours on Thursday only.

ABC reported:

“The Egg McMuffin, the first-ever quick service restaurant breakfast sandwich, joined the McDonald’s menu in 1971 in Santa Barbara, California, and customers have been getting creative with it ever since,” said Molly McKenna, McDonald’s senior director of brand communications, in the release.

The campaign is a reminder to consider the business strategy behind your anniversary celebrations and to consider how promotions and storytelling can tie into larger objectives for the organization.

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