MCDELIVERY STEALTH MENUS

ClientMCDONALD'S
Category A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
TitleMCDELIVERY STEALTH MENUS
Product/ServiceFAST FOOD RESTAURANTS
Entrant NORD DDB Stockholm, SWEDEN
Idea Creation NORD DDB Stockholm, SWEDEN
Credits
Name Company Position
Andreas Dahlqvist NORD DDB Stockholm CCO
Johanna Björnfot NORD DDB Stockholm Client Director
Stina Nyberg NORD DDB Stockholm Client Manager
Annie Leander NORD DDB Stockholm Client Mangaer
Petter Dixelius NORD DDB Stockholm Copywriter
Joel Ekstrand NORD DDB Stockholm Art Director
Joel Ekstrand NORD DDB Stockholm Art Director
Leo Dal NORD DDB Stockholm Art Director
Fredrik Kjellström NORD DDB Stockholm Graphic Designer
Ylva Höckerlind NORD DDB Stockholm Graphic Designer
Daniel Liljas NORD DDB Stockholm Photographer
Anna Lisspers NORD DDB Stockholm Print Production Manager
Christoffer Rönnblad McDonald's Marketing Director
Lisa Palm Danielsson McDonald's Senior Marketing Manager
Sofie Lager McDonald's Sweden Marketing Manager
Sofie Lager McDonald's Sweden Marketing Manager

Why is this work relevant for Direct?

We used one of the most known direct channels in the world – direct mailed take out menus from your local restaurant – in a new and sneaky way.

Background

Situation: McDonald’s Sweden has just established it’s McDelivery service which is now expanding all over the country. Brief: Tell people that they now can get McDonald’s world famous burgers delivered to their doorstep. Objectives: Make McDonald’s an option to peoples usual food delivery of choice.

Describe the creative idea (30% of vote)

We targeted areas of Stockholm where people order the most sushi, Thai, pizza and Indian food and copied the style of local takeout flyers and made McDelivery menus in a similar format. A direct mail campaign that highlighted that McDonald's, too, is part of the local delivery options now.

Describe the strategy (20% of vote)

The target audience was hungry urban people in Stockholm. Our approach was to create a direct mail campaign that would make people talk about McDelivery by using humor and sneakiness.

Describe the execution (20% of vote)

The menus were sent out to 20 300 people in September 2019.

List the results (30% of vote)

September was the best sales month for McDelivery in Sweden since the service launched in 2018.