McDonald's celebrates quirky eating habits with TBWA\Zurich
McDonald's iconic burgers, the Big Mac, the Cheeseburger Royal and the Double Cheeseburger are to be served even hotter, juicier and fresher in the future. McDonald's is relying on TBWA\Zurich for its new nationwide campaign.
Based on the campaign idea "We've improved them, you make them perfect," two films explain the optimized preparation in the kitchen, as well as the fact that only freshly produced burgers are served to order, and also that the guests are in no way impressed by this. Instead, they follow the eating habits they have developed over many years as McDonald's fans.
"Guests have their own rituals and habits about how they enjoy our edibles. It is important to us that they can continue to follow these, even after we have slightly adapted our iconic burgers," says Severine Caspard of McDonald's, who is responsible for the campaign.
In addition to TV, OOH, DOOH and online, the campaign is also accompanied by numerous social media measures that focus on the quirky and endearing eating habits of the guests and make this a topic in the community: From the humorous comment contest, which received over 13,000 comments in 24 hours, to crew videos as well as influencer activities, to user engagement with personal eating habits.
Responsible at McDonald's: Jean-Guillaume Bertola (Chief Marketing Officer), Severine Caspard (Marketing Manager), Morgane Zillweger (Marketing Consultant), Sandrine de Cerjat (Marketing Consultant). Responsible TBWA\Zurich: Manuel Wenzel (ECD), Tizian Walti (CD), Mathias Bart (Senior Copywriter), Reto Clement (Senior Art Director), Stephanie Seematter, Mark Levay (AD), Mario Hipleh (Junior Copywriter), Benjamin Eugster, Nadine Müller (Strategy), Dominik Laubscher (Group Account Director), Julia Röthlisberger (Account Manager), Patricija Slekyte (Account Executive), Morgana Stolz (Intern), Toni Rubera, Noemi Rubera (DTP), Pierre Copsey, Domenico Catena (VIDO), Rahel Kühne (Social Media). Responsible for film production: Rocket Film (production), Christopher Novak, Kerstin Reulen (producer), Duncan Christie (director), Jan Mettler, Lukas Wälli (DoP), Colorwulf (grading), Gregers Maersk&Adrian Aurelius / Ballad (composition), Jingle Jungle (sound studio), Cloudscape (post-production), Margit Gassner (Lilou Studio), Tim Landsberg (food stylist). Responsible at OMD: Bernhard Gschwandtner, Peter Hartmann (Media Planning) Responsible at Farner: Nina Krucker, Sibylle Demarin, Constanze Fristensky (PR).
