Restaurants
Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
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PROGRAM
2007 BRONZE
We're Up When You're Up
The unusual affinity between an open 24 hours promotion and don't drink and drive messaging afforded an opportunity for McDonald's to demonstrate community commitment, while increasing late night store traffic. Bar coasters, free rides home in a pimped-out cab, even Ronald's wallet as collateral provided multiple campaign touches in and around late night hot spots in order to reach young adults in their i'm lovin' itmoment. These ideas and environments were chosen because, let's face it, who needs McDonald's more at 2 a.m. than people in need of sobering up?
Brand:
McDonald's
Client:
McDonald's Corporation
Agency:
DDB Seattle
Language:
English
2006 SILVER
Live a Little
As sales tumbled and customers fled, Chili's faced a crisis. To get customers back fast, Chili's focused on its strongest segment: 18-34-year-olds, a group eager to live a little when dining. This means enjoying something special, better than routine chain restaurants. The advertising positioned Chili's as the anti-routine. Sales shot from -0.33% in the first quarter of fiscal year 2005 to 5.1% a year later while customer counts rebounded from -2.67% to plus 0.4% for the same time period.
Brand:
Chili's Grill & Bar
Client:
Brinker International
Agency:
GSD&M
Language:
English
2006 BRONZE
i'm lovin' It
As the industry leader, McDonald's saw the importance of providing balanced choices to even its littlest customers. In 2004 it introduced Happy Meal Choices (i.e. chocolate milk, low-fat white milk, apple juice and fresh apple slices). The launch campaign had to convince skeptical moms that the familiar "dream-come-true meal" for kids would be just as appealing. Results demonstrate not only increases in sales but also improvement in parents' perceptions of McDonald's offering a variety of foods for kids.
Brand:
McDonald's Happy Meal Choices
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
