| Title | FOREST OF FRIES |
| Brand | MCDONALD'S |
| Product/Service | PROMISE OF QUALITIY |
| Category |
A04. Retail, e-Commerce, Restaurants & Fast Food Chains |
|
Entrant
|
THJNK Hamburg, GERMANY
|
|
Idea Creation
|
THJNK Hamburg, GERMANY
|
|
Idea Creation 2
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Production
|
E+P FILMS Munich, GERMANY
|
Credits
| Armin Jochum, Andreas Pauli |
LTT |
CCO |
| Jörg Hoffmann, Alexander Müsgens, Max Biedermann |
LTT |
Executive Creative Director |
| Dimitrios Arampatzioglou, Daniel Gassner |
LTT |
Creative Director |
| Daniel Machauer |
LTT |
Art Director |
| Claudio Keleminic, Günther Marschall |
LTT |
Copywriter |
| Nils Endres, Julia Bendels, Marie-Kristin Schlüter |
LTT |
Account Manager |
| Peter Johannes, Bastian Menzinger, Kathrin Lenzer |
SALT WORKS GmbH |
Account Manager |
| Christiane Wenhart, Anna-Maria Gargiulo |
LTT |
Strategic Planner |
| Julia Diehl, Christian Hibbeler |
LTT |
Agency Producer |
| Kaspar Kaven |
- |
DOP Lighting Cameraman |
| Matthias Thönnissen |
e+p Films GmbH |
Director, Editor |
| Klaus Lesoine |
Exit-Studios GmbH |
Sound Engineer |
The Campaign
The McDonald’s Deutschland products meet the highest quality standards. There’s no doubt that the quality is of the very best. The problem is that people are more likely to believe rumors,
distorted facts and myths about McDonald’s that circulate on the Web than the truth. Wild stories are always more appealing than reality. So how do you get a young, digitally savvy target group to engage with the topic of “McDonald’s and quality” at all?"
Campaign Success
Our campaign was launched simultaneously in cinemas, OoH and online. While in cinemas the commercial was flanked by a promotion, we linked it online directly to our hub where visitors learned the truth about McDonald’s. There, people were able to see for themselves where the potatoes for McDonald’s delicious fries actually come from. For the different social media activities, we developed customized formats for each individual
channel. We created a dedicated start screen with subtitles for Facebook and chose the 1:1 format supporting mobile devices. An extra-long version was available for viewing on YouTube.
Bloggers such as Schlecky Silberstein covered our commercial and little boomerangs and snippets linked users directly with our hub.
Describe the success of the promotion with both client and consumer including some quantifiable results
Reactions were very positive. The documentary did not just make people laugh, it even made people think. Lots of people wanted to know more about quality and McDonald’s products and asked questions about myths they have heard.
We managed to show McDonald’s as a modern and progressive brand and made clear that McDonald’s has nothing to hide. The campaign and the promotion really had an impact on the quality perception of the brand.
Explain why the method of promotion was most relevant to the product or service
It is by no means the first time that a commercial has been accompanied by a promotion in the cinema. What is new is for the star of the commercial to set off on a cinema promotion tour through Germany’s major cities and make a personal appearance in the biggest theaters. That’s what happened with our promotion. Visitors got to see the very same forester from the commercial live in the cinema foyer, where he distributed business cards and was genuinely on the lookout for up-and-coming talent for the fries woodcarving shop. Interest was electric.
In the centre of our campaign was a documentary about our Fries-Carver, Josef, called “Forest of fries”. This documentary got promoted on a cinema tour, where Josef was looking for young academics who would like to learn the craft of carving fries. People were able to test their carving skills and in the end
we distributed real fries with napkins which dissolved our message: „The fries of McDonalds are out of wood and saw dust.“ Don’t believe everything they tell you! Mcdonalds.de/truth