2014 Winners & Shortlists

Brief Explanation

McDonald's worldwide has an Affordability Menu, its constituents differs from one country to the other based on taste and preference. In 2008, this concept was introduced to the Egyptian market, via the LE5 Menu. Despite its raving success and great equity, we were unable to sustain it without compromising the quality of our products. Thus, the decision to change our fixed price to a more flexible tier system. Forecasting a drop in sales, we were proven wrong and instead our sales level soared high.

The Brief

Create a creative and effective means to communicate to our diverse target audience the new version of Egypt's Affordability Menu: Menu El Fakka (The Change Menu). The aim was to devise a catchy campaign that would garner McDonald's a higher level of success than its predecessor the LE5 Menu, bearing in mind that the prices of our menu will have to go up to be able to sustain our level of quality.

How the final design was conceived

With an aim to create an icon or logo that would entice, attract and appeal to the local masses, we opted to use something that all Egyptians could relate to: the 'bok' (small pouch like purse used for carrying change (fakka). The name of the new menu, Menu El Fakka (The Change Menu) was intricately calligraphed into the shape of 'bok'.

Indication of how successful the outcome was in the market

In a country struck by a revolution and experiencing a deep economic recession, where lots of businesses had to either shut down or significantly discount their prices to stay afloat, raising prices would mean the death of any business. For McDonald’s Egypt to be able to pull it off and not affect it’s bottom line, it has to be considered a great success. Moreover, Brand imagery attributes improved, Score for “Good Value for Money were not only maintained at 81 but actually improved by +2 points to 83.