McDonald’s made Polish billboards unconventionally cutting-edge in its attempt to promote the freshness of its fast food with billboard-style, quirky, vintage chalk menus. Think of the folded colorful chalkboards many pubs and street restaurants place outside to alert people of the daily specials; McDonald’s embraced the idea of returning to more natural fast food and advertising.
With the help of designers from ‘DDB’ and graffiti artist Stefan Szwed-Stronzynski, McDonald’s abandoned its trademark red and yellow themes and immaculate burger photo ads for simple hand-drawn images and homemade calligraphy fonts. McDonald’s pushed its employers to change their chalk billboards with daily featured specials—another first in the usually fixed menu. The theme is au-natural and very basic—as McDonald’s promises its food is.
Key Themes Behind This Trend
- Hand-drawn Menus
- Opportunity for restaurants to create unique and personalized menu designs using hand-drawn images and calligraphy fonts.
- Return to Natural Fast Food
- Opportunity for fast food chains to promote the use of natural ingredients and advertise their commitment to healthier food options.
- Daily Featured Specials
- Opportunity for restaurants to offer daily changing specials, creating a sense of excitement and novelty for customers.
Where This Applies
- Fast Food
- Opportunity for fast food chains to innovate their advertising strategies and embrace more creative and authentic approaches.
- Design
- Opportunity for designers to collaborate with food businesses in creating unique and eye-catching menu designs.
- Graffiti Art
- Opportunity for graffiti artists to collaborate with businesses to create captivating and unconventional advertising campaigns.
