McDonald's Promo QUALITY LAYER BY LAYER by TBWA\ Milan

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Industry Fast food
Media Promo & PR
Market Italy
Agency TBWA\ Milan
Creative Director Raffaele Cesaro
Art Director Francesca Scalon
Copywriter Valentina Barone
Photographer Luisa Valieri
Released June 2009

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: McDONALD'S
Product/Service: FAST FOOD
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: TBWA\ITALIA, Milan, ITALY
Creative Director: Raffaele Cesaro (Tbwa\italia Spa)
Art Director: Francesca Scalon (Tbwa\italia Spa)
Copywriter: Valentina Barone (Tbwa\italia Spa)
Account Director: Giada Pelosi (Tbwa\italia Spa)
Account Executive: Elisa Schneider (Tbwa\italia Spa)
Photographer: Luisa Valieri

Describe the objective of the promotion.
The objective was to promote the quality of McDonald's products, explaining in detail the secret behind the taste of McDonald's burgers and specifically the selection of each ingredient. Communicate to the consumer the brand's transparency.

Describe how the promotion developed from concept to implementation
We decided to emphasise McDonald's accurate selection in the choice of each ingredient. In order to do this we created three leaflets highlighting McDonald's most popular burgers: the Big Mac, the McChicken and the McRoyal Deluxe. The leafltes were shaped as the burgers and each page represented an ingredient in the recipe. For each ingredient there was an explanation of its origins and qualities.

Describe the success of the promotion with both client and consumer including some quantifiable results
This operation contributed to the increase in the perception of the brand's quality and transparency.

Explain why the method of promotion was most relevant to the product or service
The leafltes were exposed in all of McDonald's restaurants. They were an original way to communicate serious information about the quality of McDonald's products.