BOSCAIOLO HAMBURGER: BOSCAIOLO HAS ARRIVED

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Released:	February 2008
Advertiser:	McDonald's
Brand name:	BOSCAIOLO HAMBURGER
Agency:	ECCETERA PRODUZIONI AUDIO
Country:	Italy
Category:	Fast food outlets & restaurants
Tags:	Milan

Credits:

Advertising Agency: TBWA\ITALIA, ITALY, Milan
Executive Creative Director: Fabrizio Russo
Creative Director: Geo Ceccarelli
Scriptwriter: Mara Rizzetto
Agency Producer: Guido Marchetti
Account Supervisor: Giada Pelosi
Advertiser's Supervisor: Luca Bon
Director: Josè Bagnarelli
Sound Engineer: Marco Vaccaro


Script in English
Choir: At McDonald’s the Boscaiolo has arrived
With speck ham and mushroom sauce!
Come and check out the new Bosciaolo!

SFX: McDonald's mnemonic
ANN: At participating restaurants.
Script in Orginal Language
Coro: Da McDonald’s E’ arrivato Il Boscaiolo
Con speck e salsa ai funghi!
Vieni a provar Il nuovo Boscaiolo!

SFX: McDonald's mnemonic
ANN: Nei ristoranti aderenti
Brief Explanation
McDonald’s Italy used a traditional Italian ingredient in the recipe of two sandwiches: “Boscaiolo” (woodcutter) and “Tirolese” (mountainous Italian region). Both sandwiches have adopted Italian typical names in order to bring closeness to Italian customers.

Communication Objectives: To drive the consumer to try the new McMountain sandwiches while insisting on their appealing different tastes as well as reinforcing the positive brand values related to the true Italian culture.