McDonald's Promo MEAT MAGAZINE by DDB Wien

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Industry Fast food
Media Promo & PR
Market Austria
Agency DDB Wien
Creative Director Sebastian Kainz, Werner Celand, Hannes Boeker
Art Director Dietmar Kreil
Copywriter Sonja Minar
Photographer Kai Stiepel
Released July 2010

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: McDONALD'S
Product/Service: VEGGIE BURGER
Date of First Appearance: Jul 1 2010
Entrant Company: DDB TRIBAL GROUP, Vienna, AUSTRIA
Head of Creative: Eric Schoeffler (DDB Düsseldorf)
Creative Director: Hannes Boeker (DDB Tribal Wien)
Creative Director: Sebastian Kainz (DDB Tribal Wien)
Creative Director: Werner Celand (DDB Tribal Wien)
Art Director: Dietmar Kreil (DDB Tribal Wien)
Copywriter: Sonja Minar (DDB Tribal Wien)
Photographer: Kai Stiepel
Media placement: Magazine Design Alteration - "Fleisch" Magazine - Issue 16 (Summer 2010)

Describe the objective of the promotion.
The 100% meatless “Meat“ magazine. For the 2010 launch of McDonald’s Veggie Burger, develop outstanding media ideas that are specifically targeted at nutrition-conscious young adults.

Describe how the promotion developed from concept to implementation.
In order to convey the message “100% vegetarian“ as clearly and uniquely as possible, we chose a well-known Austrian culture magazine called “Meat“ – and literally stripped it of the meat: from cover to cover, we crossed out every single mention of the word “meat“ with thick green bars. On the magazine’s wrapper, we printed a lofty “Ode To The Meat“ that lead over to the new Veggie Burger.

Explain why the method of promotion was most relevant to the product or service.
The creative execution represented the most immediate and radical way of putting the core message "100% meatless" into action.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The "meatless" issue of "Meat" magazine triggered a heated discussion about vegetarianism on the Veggie Burger's Facebook account.