English muffins just aren’t enough.

That was the message that McDonald’s got from Canadians when the company market-tested the expansion of its breakfast menu. The winning idea was authentic buttermilk taste and the result is a new ‘best-in-class’ biscuit and a national media campaign to support it.

With Cossette on creative duties and OMD handing the media, the buttermilk biscuit campaign launched this week and includes TV, radio, OOH and online, which includes display, rich media display, Facebook and video pre-roll. Campaign creative has been executed in both French and English and is targeted at adult men and women.

The new buttermilk biscuit launches into a crowded breakfast market, one that McDonald’s has been aggressively pursuing with its McDonald’s Premium Roast coffee and the ‘free coffee’ events to promote it, which most recently took place in the fall of 2010.

The biscuit, however, is the most significant food product launch in almost a decade, Hope Bagozzi, director of national marketing, McDonald’s Restaurants of Canada, says.

‘The new Buttermilk Biscuit marks the most significant breakfast menu launch for McDonald’s Canada since the McGriddles successfully debuted in 2003,’ Bagozzi says. ‘Breakfast is our fastest-growing day-part and a major reason why McDonald’s Canada posted its best results in 25 years in 2010 in terms of comparable sales and guest count growth.’

The campaign’s ‘victory’ theme, Bagozzi says, was created to capitalize on sports mania surrounding the Super Bowl.