Ampm Case study SECRET MENU by Ogilvy & Mather Los Angeles

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Industry Retail, Distribution & Rental companies
Media Case study
Market United States
Agency Ogilvy & Mather Los Angeles
Director David Mcnally
Executive Creative Director Jeff Compton, Peter Kang
Art Director Jessica Chang
Producer Kay Lynn Dutcher
Photographer Terry Heffernan
Editor Bob Mori @ Cake
Released July 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: AMPM/BP
Date of First Appearance: Jul 12 2010
Entry URL:
Chief Creative Officer: Dan Burrier (OgilvyWest)
Executive Creative Director: Jeff Compton (OgilvyWest)
Executive Creative Director: Peter Kang (OgilvyWest)
Group Creative Director: Chris Bradley (OgilvyWest)
Associate Creative Director/Art Director: Tyler Warrander (OgilvyWest)
Associate Creative Director/Copywriter: Fred Abercrombie (OgilvyWest)
Art Director: Jessica Chang (OgilvyWest)
Art Director/Copywriter: Andrew Hsu (OgilvyWest)
Producer: Kay Lynn Dutcher (OgilvyWest)
Director of Art Buying: Kristine Wilson (OgilvyWest)
Art Buyer: Christina Villaflor (OgilvyWest)
Director: David McNally (Company)
Editor: Bob Mori (Jump Editorial)
Music Company: Beyond Music
Photographer: Terry Heffernan (DogPatch Studios)
Media placement: TV Campaign - FOX - 7/12/10
Media placement: Radio Campaign - KIIS-FM Los Angeles - 7/12/10
Media placement: Out Of Home - Los Angeles - 7/12/10
Media placement: Online - - 7/12/10

Describe the campaign/entry
Sometimes you have a hunger so big, no normal menu can satisfy it.
That's why we created ampm's Secret Menu campaign, where we encouraged customers to unleash their creativity, ingenuity, and appetite on ampm's full array of hot food, snacks, and condiments.

The campaign featured several one-of-a kind, hunger-busting concoctions that could only be created at ampm. Like the Tower of Torta (three different tortas stacked on one another.) Or the Glazed and Amazed (donut, sausage, egg, cheese). These examples of deliciousness and debauchery highlighted one clear message - there's only place with too many options, too many flavours, too much good stuff.

Describe how the campaign/entry was launched across each channel in the order of implementation
On television, viewers were shown a few creative masterpieces to inspire what the public could make. The call to action? Come to ampm, start building, and add your eccentric genius to the secret menu. Online videos, print and out of home showed viewers even more caloric concoctions that were possible.

Give some idea of how successful this campaign/entry was with both client and consumer
The idea of the secret menu took on a life of its own on Facebook, gaining over 1,000 hungry fans during the launch. ampm supplied the raw materials, participants supplied the ingenuity. Here, people could share their creations with the world and see the full list of secret menu items uploaded by others.