| Title | 100% REAL FOOD TRUCK |
| Brand | McDONALD'S MALTA |
| Product/Service | QUALITY CAMPAIGN |
| Category |
D05. TRANSIT |
|
Entrant Company
|
TBWA\ANG Gzira, MALTA
|
|
Advertising Agency
|
TBWA\ANG Gzira, MALTA
|
Credits
| Richard Agius |
TBWA/ANG |
Creative Director |
| Mauro Melgrati |
TBWA/ANG |
Strategic Planner |
| Marylin Meli |
TBWA/ANG |
Brand Leader |
Execution
The campaign, called ‘100% Real’ centered around a traditional Maltese vegetable hawker’s truck dressed in the McDonald’s livery. The truck toured Malta's major open air markets displaying the high quality produce used by McDonald's - mainly potatoes, tomatoes, lettuce and onions.
McDonald’s representatives were at hand to distribute leaflets and explain how and why McDonald’s guarantee the quality of its food products.
In addition, branded Potato Sacks containing a real potato together with the story of the Golden Fries production were distributed during the initiative.