Title	McDONALD'S THE FASHION CHICK BAG
Brand	McDONALD'S ITALIA
Product/Service	FAST FOOD
Category	C05. Influencer Communication & Social Amplification
Entrant	LEO BURNETT ITALY Milan, ITALY
Idea Creation	LEO BURNETT ITALY Milan, ITALY

Name	Company	Position
Francesco Bozza / Alessandro Antonini	Leo Burnett Company Srl	Executive Creative Directors
Andrea Marzagalli	Leo Burnett Company Srl	Associate Creative Director
Andrea Muccioli	Leo Burnett Company Srl	Art Director
Santi Urso	Leo Burnett Company Srl	Art Director
Alessandra Oddi	Leo Burnett Company Srl	Copywriter
Alberto Maderna	Leo Burnett Company Srl	Mock-up Artist
Teresa Girardi	Leo Burnett Company Srl	Strategic Project Manager
Elisa Mirani	Leo Burnett Company Srl	Community Manager

The Campaign

To stand out in this fashion crowd, we trasformed the Chicken Festival Basket into a bag that everyone could wear. We created the Fashion Chick Bag, the first fashion item created by McDonald’s.

Execution

The fashion blogger went out to the Armani and Gucci runway shows sharing two photos of her outfits on Instagram and Facebook. She was simply walking around the streets, taking photos and keeping the media’s attention on herself. She talked to everybody, from regular people to journalists, on how to create her fancy bag, going to McDondald’s and eating the Chicken Festival Basket.

Only in the first week the Chicken Festival Basket was sold out in every restaurant and in the first month we sold more than 500,000 pieces convincing McDonald’s Italy to leave it all year long. With a small budget we gained more than 50 global new stories cross channels with no adv investment. The most relevant channels spoke about us on national television and website also worldwide. The news spread all over 5 continents. With a total of 80% positive sentiment . At the end, we created a trend, not only in the food world but also in the fashion one.

The Situation

During the Milan Fashion Week everybody was talking about shoes, dresses and fashion brands. McDonald’s saw in this special event, the chance to show its new product in a way that was never seen before. Like a fashionable item. So we created the Fashion Chick Bag, a bag out of the Chicken Festival Basket. We used a common behavior like shooting photos to the fashion blogger, to get inspiration and desire of our new item.

The Strategy

The Milan Fashion Week is the most followed italian event in the world and everyone follows the fashion bloggers to get inspiration on what to wear. To start a new trend and to make people talk about the limited edition of the product, McDonald’s asked a fashion blogger with 15,000 followers on Instagram to attend different fashion shows wearing the Fashion Chick Bag, a bag out of the Chicken Festival Basket.