CLIENT
McDonald's (Canada)
Alyssa Buetikofer, Chief Marketing Officer
Alyssa Buetikofer, Marketing Director, Brand Strategy
Andrew Mumford, Senior Manager, National Marketing
Nabiha Advani , National Marketing Supervisor
Fatma Othman, Manager, Social & Brand
AGENCY
Jason Hill, Executive Creative Director
Zuheir Kotob, Associate Creative Director
Jason Soy, Associate Creative Director
Celine Campbell, Senior Social Media Manager/Copywriter
Kat Kleon, Senior Content Strategist
Alexandre Gadoua, Group Creative Director
Aamna Rahim, Copywriter
Todd McMackon, Art Director
Amy Badun, VP, Strategic Planning
Geoff Gingerich, Senior Strategy Director
Aamna Rahim, Business Director
Alison Still, Account Supervisor
Rachel Edelmeier, Account Executive
OMD
SUMMARY
In launching its McCrispy sandwich, McDonald’s needed to cut through the clutter of the ‘chicken sandwich wars’ and drive early buzz and trial from day one - with zero production or media budget.
With a cryptic social campaign that recruited people named Chris P as our chief product testers, we were able to drive 1.4m reach and 733k impressions, ultimately fuelling a launch week that saw the McCrispy outperforming sales of the long-established McChicken by ~3:1 (+60% vs. forecast) and almost achieving the same volume as the Big Mac.
