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McDonald's: Fresh Salads Campaign Case
| See full size 1241x822 px | |
| Released: | June 2008 |
| Avertiser: | McDonalds |
| Agency: | LEO BURNETT, Chicago |
| Country: | USA |
| Category: |
Fast food outlets & restaurants
|
| Awards: |
Cannes Lions 2008 Media Gold
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Product and Service
Category: Retail And E-Commerce, Including Restaurants
Title: FRESH SALADS
Advertiser/Client: McDONALD'S
Product/Service: FRESH SALADS
Entrant Company, City: LEO BURNETT USA, Chicago
Country: USA
Media/Advertising Agency, City: LEO BURNETT USA, Chicago
Country: USA
Category: Retail And E-Commerce, Including Restaurants
Title: FRESH SALADS
Advertiser/Client: McDONALD'S
Product/Service: FRESH SALADS
Entrant Company, City: LEO BURNETT USA, Chicago
Country: USA
Media/Advertising Agency, City: LEO BURNETT USA, Chicago
Country: USA
Credit Details:
| Name | Position | Company |
| Mark Tutssel | Worldwide Chief Creative Officer | Leo Burnett Worldwide |
| John Condon | Chief Creative Officer | Leo Burnett USA |
| John Montgomery | EVP/Group Head | Leo Burnett USA |
| Vince Cook | Creative | Leo Burnett USA |
| Gary Fox-Robertson | Creative | Leo Burnett USA |
| Brian Shembeda | Creative | Leo Burnett USA |
| Avery Gross | Creative | Leo Burnett USA |
| Laurie Gustafson | Senior Producer | Leo Burnett USA |
| Denis Giroux | VP Content Architect | Leo Burnett USA |
Innovative Media Strategy:
McDonald's has always been about quality of ingredients. Only 100% beef goes into its hamburgers. Hundreds of thousands of eggs are cracked daily for breakfast. Coffee is brewed freshly every 20 minutes. And only the freshest lettuce goes into the salads. The challenge was to promote this quality of ingredients message at a time when McDonald's was poised to launch a new range of products, including a South-West salad. Our solution? Make the medium the message. Literally.
Creative Execution:
In short, we grew a billboard. Over three weeks, thousands of heads of lettuce grew to spell out 'Fresh Salads'. After locating a South-facing billboard for maximum sunlight, we called upon one of the nation's leading horticulturists. He scoured the country for the 17 varieties of lettuce that go into a McDonald's salad. After that, it was up to Mother Nature and an army of gardeners watering and pruning twice a day.
Target Audience:
The appeal of McDonald's salads crosses multiple demographic groups. However, it was felt that the core audience for this initiative was 18-49. The target audience was exposed to the messaging because of its prime location: a highly populated neighborhood; next to a major subway station and alongside numerous busy bus routes; and meters away from Chicago's most popular sporting venue.
Effectiveness:
Sales in the market area increased by 30%, with more than 546,000 salads sold. PR return on investment was extraordinary. Local broadcast media covered the story, as did numerous national and international publications. The billboard also made a huge splash in the blogosphere.