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.