Restaurants
Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
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2022 GOLD
McDonald’s Famous Orders
In 2020, McDonald’s found itself facing a critical issue - the new generation of multicultural youth had counted them out. Based on the insight: “We all have a go-to McDonald’s order”, Famous Orders turned going to McDonald’s into a cultural event. We asked our most famous fans for their order (Travis Scott, J. Balvin, BTS, and Saweetie), and made it possible for their fans to order them. The results? A cultural property that youth flocked to and that brought in hundreds of millions of incremental sales.
Brand:
McDonald's
Client:
McDonald's
Agency:
Wieden + Kennedy NY
Language:
English
2022 SILVER
"Fancy Like" Applebee's
Applebee’s needed to do something bold to differentiate itself from the bleak CDR narrative. The mission: inject optimism into culture on a never-before-seen scale, partnering with country singer Walker Hayes to hijack a TikTok song and turn it into a massive business win and total culture-driving vibe shift. With the launch of the “Fancy Like Applebee’s” campaign, accompanied by a "Fancy Like" meal, Applebee’s outpaced sales of competitors by 9.3% while simultaneously making “Fancy Like Applebee’s” the feel-good catchphrase of summer 2021.
Brand:
Applebee's
Client:
Applebee's
Agency:
Grey New York
Language:
English
2022 BRONZE
Thighstop
In 2021, the restaurant category was facing the largest national chicken wing shortage since 2011. Wingstop, a brand built on their mission of “serving the world flavor”, was faced with an unimaginable fate - how do you keep the lights on when you can't sell wings? Wingstop knew it had to step in and help panicked chicken wing fans. In two months, the brand pivoted and launched a new brand, Thighstop. A brand and product solution that delivered the flavor experience chicken wing fans were missing because of the shortage.
Brand:
Wingstop
Client:
Wingstop
Agency:
Leo Burnett Chicago
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
