Restaurants
Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
FILTER BY:
PROGRAM
2008 SILVER
Piping Cold
Launching McDonald's Iced Coffee in Seattle, Starbucks' hometown, where "The Buck" outflanks McDonald's 4 to 1 in retail locations, where there's a hipster indie cafe on every corner, was no easy task. Our strategy: In a city born and brewed on morning hot, celebrate cold in the afternoon. Our easy-breezy "Iced to Meet You" campaign included real knit pole cozies and java jackets, giant ice cubes, and the first-ever TV spot featuring prosthetic male nipples, which got Seattle buying McCold, over-delivering our sales goal by 50%.
Brand:
McDonald's, Western Washington
Client:
McDonald's Corporation
Agency:
DDB, Seattle
Language:
English
2008 BRONZE
The Anything Goes Deal
Pizza deals were showing diminishing returns. The proliferation of price promotions had commoditized the tactic and consumers weren't responding. Order count was flat to negative for Domino's and the category. Yet, Domino's was poised to enter January 2007 with the "Anything Goes Deal," promising consumers any toppings on any crust for $9.99. So we asked, "What if anything goes truly meant anything goes?" Incorporating viral videos and an online game of skill on eBay, we applied the $9.99 value to other high interest items to deliver more people to Domino's.
Brand:
Domino's
Client:
Domino's Pizza
Agency:
JWT
Language:
English
2007 SILVER
1-888-GoMcWakeup
1-888-GoMcWakeup is a free, hotel-style wake up call service which allows Chicagoland consumers to be awakened for a delicious breakfast at McDonald's by their favorite local celebrities. Upon calling the number consumers are greeted with the current McDonald's breakfast offering, then invited to choose from a list of Chicago celebrities to receive their free wake up call from the next morning. As of September, call volume exceeded projections by 7.6 times. Chicagoland McDonald's has also experienced the strongest sales growth in over 5 years at +8%, surpassing national sales growth.
Brand:
McDonald's, Chicagoland and Northwest Indiana
Client:
McDonald's Corporation
Agency:
Leo Burnett USA
Language:
English
FINALISTS
Papa John's
Doritos Cool Ranch Papadia Was ‘My Idea’
McDonald's
Mates make it Macca's
KFC
KFC's Left-Handed Menu
