Leo Burnett Chicago's 'Best Fries on the Planet' campaign for MOCNI (McDonald’s Owners of Chicago and Northwest Indiana) is a multi-tiered campaign to promote McDonald’s french fries as the best fries on the planet -- a widely held belief by consumers.
The campaign, which included creative directors John Montgomery, Susan Credle, Avery Gross and Brian Shembeda, also had a 'Fry, Fry, Fryday' on 11/11/11, where orders of small fries sold for 50 cents. The fast food restaurant also hosted a competition to create a dish to go with fries. For the remainder of November, look up on Clark and Ontario streets not for a bird or a plane, but for a beacon of "fry lights" that will shine through the end of this month.
Art directed by Tim Ratchford, the McDonald's 'Best Fries on the Planet Campaign' shows an endearing grandfather-grandson duo fishing, and when the young boy uses McDonald's fries as his bait, the unthinkable happens.
Fry Bait Commercials
The McDonald's 'Best Fries on the Planet' Ad Has People Jumping into Water
Trend Themes
1. Multi-tiered Advertising Campaigns - There is an opportunity for companies to create multi-tiered advertising campaigns to promote their product as the best in its category.
2. Promotional Events and Competitions - Hosting promotional events and competitions can generate excitement and engage customers with the brand.
3. Creative Use of Advertising Mediums - Finding creative ways to use advertising mediums, such as using 'fry lights' as a beacon, can help capture attention and make a lasting impression.
Industry Implications
1. Fast Food Industry - The fast food industry can leverage advertising campaigns and promotions to differentiate their products from competitors and drive sales.
2. Advertising Industry - The advertising industry can explore new and creative ways to engage customers and create memorable campaigns for their clients.
3. Food Industry - The food industry can develop innovative concepts, such as pairing dishes with popular food items, to attract customers and increase sales.