McDonald's Promo, Case study SHAMROCK SHAKE by Leo Burnett Chicago

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Industry Non-alcoholic drinks, Fast food
Media Promo & PR, Case study
Market United States
Agency Leo Burnett Chicago
Executive Creative Director John Montgomery Leo Burnett
Producer Denis Giroux
Photographer Vince Gaffney
Account Supervisor Greg Jones, Pam Kosanke
Released March 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: McDONALD'S
Product/Service: MILKSHAKE
Date of First Appearance: Mar 13 2010 12:00AM
Entrant Company: LEO BURNETT, Chicago, USA
Chief Creative Officer: Susan Credle (Leo Burnett)
Executive Creative Director: John Montgomery (Leo Burnett)
Creative Director/Copywriter: Avery Gross (Leo Burnett)
Creative Director/Art Director: Brian Shembeda (Leo Burnett)
Photographer: Vince Gaffney (Gaffney Films)
Producer: Denis Giroux (Leo Burnett)
Account Supervisor: Greg Jones (Starcom)
Account Supervisor: Pam Kosanke (Leo Burnett)
Prop Builder: (Ravenswood Studios)
Media placement: Shamrock Shake Special Build - On The Bank Of The Chicago River - 13 March 2010

Results and Effectiveness
The Shamrock Shake spectacular achieved, and blew past, the projected sales numbers. Local restaurants saw a 54% increase in unit sales vs. the prior year. More remarkably, this winter promotion for a ‘cold’ product actually outpaced the prior year’s summertime sales figures by 4 to 1. Local television, print, and online media picked up on the event, and hundreds of passers-by paused to have a picture taken with the shake.

Creative Execution
To take advantage of the event, a giant Shamrock Shake was built, and positioned alongside the river the day the water was coloured green. The overall effect was that the shake had tipped into the river, turning it into a giant green shake.

Insights, Strategy & the Idea
For a short time every year around St. Patrick’s day, McDonald's restaurants in Chicago and around the country offer the ‘Shamrock Shake.’ It’s a popular product, with a devoted fan following. At the same time every year, the City of Chicago dyes the Chicago River green. The coincidence between green shake, green river, and St. Patrick’s day was a perfect convergence of events, and set the stage for a great creative execution.