# Cracking Restaurant Campaigns The McDonald's Fresh Eggs Daily Billboard is a Top-Notch Stunt By Meghan Young | Published 2011-11-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mcdonald-s-fresh-eggs-daily References: [mymodernmet](http://www.mymodernmet.com/profiles/blogs/mcdonalds-cracking-breakfast-billboard) & [leoburnett](http://www.leoburnett.com/) After the egg stunt Lady Gaga pulled during her 2011 Grammy performance earlier this year, many people probably believed that another egg stunt could never outdo that one, yet this McDonald's Fresh Eggs Daily billboard may just have achieved the impossible. Hot on the heels of the outstanding [sundial billboard](http://www.trendhunter.com/trends/mcdonald-s-sundial-billboard), this most recent campaign focuses on breakfast, not all the meals throughout the day. Also conceived and executed by ad agency Leo Burnett, with the help of Prop Art Studio who handled the mechanical engineering, the McDonald's Fresh Eggs Daily billboard is actually works pretty simply despite being an incredibly clever concept. Throughout the wee hours of the morning, it begins to crack slowly until about 6 am, at which time breakfast is usually in full swing. It begins to close again around 10:30 am until the next morning. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 73% | Activity: 84% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What Makes This Trend Stand Out - **Interactive Billboards:** Innovative use of mechanical engineering in advertising billboards presents opportunities for interactive and attention-grabbing campaigns. - **Time-sensitive Advertising:** Creating ads that change or move based on time presents opportunities for dynamic and engaging advertising experiences. - **Meal-focused Campaigns:** Focusing on a specific meal or type of cuisine presents opportunities for targeted and effective advertising to consumers seeking those options. ### Sectors Adopting This - **Advertising:** The development of innovative advertising concepts can help companies stand out in a crowded marketplace and drive consumer engagement. - **Hospitality/food Service:** Innovative advertising campaigns that focus on specific meals or types of cuisine can help restaurants and other food service providers attract and retain customers. - **Mechanical Engineering:** Collaborating with advertising agencies to develop creative and innovative billboards presents an opportunity for mechanical engineers to showcase their skills and gain exposure in the advertising industry. ## Related on Trend Hunter - [Farm-Fresh Ingredient Campaigns](https://www.trendhunter.com/trends/golden-arches-of-mcdonalds.md) - [Scented Fast Food Billboards](https://www.trendhunter.com/trends/scented-billboard.md) - [Playful QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-campaign-1.md) - [Night QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-night-posters.md) - [Urban Egg Installations](https://www.trendhunter.com/trends/humansized-egg-installation.md) - [Dressed-Up Breakfast Campaigns](https://www.trendhunter.com/trends/get-chic-for-breakfast.md) - [QSR Menu Billboard Campaigns](https://www.trendhunter.com/trends/real-size-campaign.md) - [Chicken Wing QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-australia-1.md) - [Architecture-Inspired QSR Ads](https://www.trendhunter.com/trends/new-mcdonalds-campaign.md)