| Title | CATCH OF THE DAY |
| Brand | McDONALD'S |
| Product/Service | RESTAURANT |
| Category |
A04. Use of Outdoor |
|
Entrant Company
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Advertising Agency
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Advertising Agency 2
|
THJNK Hamburg, GERMANY
|
|
Media Agency
|
JOST VON BRANDIS SERVICE-AGENTUR Hamburg, GERMANY
|
Credits
| Andreas Pauli |
Leo Burnett |
Chief Creative Officer |
| Armin Jochum |
Thjnk Ag |
Chief Creative Officer |
| Gabriel Mattar |
Leo Burnett |
Creative Director |
| Axel Tischer |
Leo Burnett |
Creative Director |
| Mark Marcel Mueller |
Leo Burnett |
Copywriter |
| Manfred Wappenschmidt |
Leo Burnett |
Art Director |
| Yigit Unan |
Leo Burnett |
Art Director |
| Matthias Buchholz |
Leo Burnett |
Photographer |
| Netti Weber |
Leo Burnett |
Agency Producer |
| Sabine Patze |
Leo Burnett |
Art Buyer |
Brief Explanation
McDonald´s has come under criticism recently. But now, they will take a stand and talk openly about the quality of their food. Notably, the freshness of their ingredients should be communicated through all channels. The client saw the Catch of the Day billboard as a unique way to advertise the freshness of the Filet-O-Fish – one of the McDonald´s classics.
Results and Effectiveness
The idea for the Filet-O-Fish is part of a bigger quality communication effort for McDonald´s. Since the beginning of the year, progress can be seen in how people perceive McDonald’s quality. Newspapers and local television stations in Hamburg, the fish capital Germany, covered the installation. All together, this lead to 80% more requests for Filet-O-Fish in the region.
Creative Execution
This was a unique idea that could not be executed through traditional media booking. So we worked together with a media supplier who was able to cover the whole production process: from finding the right location, to building the installation, all the way to documenting the implementation.
Insights, Strategy and the Idea
McDonald´s is a brand for everybody, from kids to the 80-year-old grandfather: one big family. This is what makes McDonald´s unique. The "Catch of the Day" idea is one of those simple and popular ideas that can be understood immediately by everybody. Since it is a very special out-of-home idea, the main channel was clear from the beginning.