The Challenge
In a more and more competitive fast-food market environment, McDonald's wants to focus more on its iconic, unmistakable products. In this very case, its world-famous fries. The fact that you hardly ever can really enjoy your fries alone builds on brand truths and puts the iconic role of brand and product in the focus.
The Solution
Wherever McDonald's® legendary golden fries are enjoyed around the world, a familiar problem arises: The fries are rarely eaten alone. All too often there‘s a hand nearby that forces the owner to sacrifice at least one. Based on this insight, we developed a poster campaign that replicates the typical scattering of fries, as they are ready to be enjoyed. Using a radically simple layout, each ad tells another story about someone craving a fry and daring to steal it – for example, a cheeky seabird or a taxi driver with a late-night hunger. The motifs rely exclusively on form, color, and repetition. Without any food shots, the campaign conveys a simple message that is as old as McDonald's® itself: fries are irresistible.
