# Fry Bait Commercials The McDonald's 'Best Fries on the Planet' Ad Has People Jumping into Water By KimLeo | Published 2011-11-15 | Updated 2011-11-17 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/best-fries-on-the-planet References: [youtube](http://www.youtube.com/watch?v=ddlchi5quLQ) & [leoburnett](http://www.leoburnett.com/) 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](https://www.trendhunter.com/trends/free-fries-fri) '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. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 22% | Activity: 51% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **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. - **Promotional Events and Competitions:** Hosting promotional events and competitions can generate excitement and engage customers with the brand. - **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. ### Sectors Adopting This - **Fast Food Industry:** The fast food industry can leverage advertising campaigns and promotions to differentiate their products from competitors and drive sales. - **Advertising Industry:** The advertising industry can explore new and creative ways to engage customers and create memorable campaigns for their clients. - **Food Industry:** The food industry can develop innovative concepts, such as pairing dishes with popular food items, to attract customers and increase sales. ## Related on Trend Hunter - [Complimentary Fries Campaign](https://www.trendhunter.com/trends/free-fries-fri.md) - [Fast Food-Inspired Beachy Campaigns](https://www.trendhunter.com/trends/leo-burnett-italia.md) - [Scented Fast Food Billboards](https://www.trendhunter.com/trends/scented-billboard.md) - [AI-Fuelled QSR Animated Commercials](https://www.trendhunter.com/trends/mcdonalds-japan-1.md) - [Complimentary QSR Fries Promotions](https://www.trendhunter.com/trends/mcdonalds-free-fries-friday.md) - [French Fry-Shaped Pop-Ups](https://www.trendhunter.com/trends/fry-thru.md) - [Fast Food-Themed Roads](https://www.trendhunter.com/trends/mcdonaldsfries1.md) - [Chicken Wing QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-australia-1.md) - [Inventive Fast Food Campaigns](https://www.trendhunter.com/trends/double-char.md)