2016 Winners & Shortlists

PACKED WITH TRANSPARENCY

BrandMCDONALD'S
Product/ServiceFOOD
EntrantDDB DUBAI, UNITED ARAB EMIRATES
CategoryUse of Merchandising / In-Store Marketing
Entrant Company DDB DUBAI, UNITED ARAB EMIRATES
Advertising Agency DDB DUBAI, UNITED ARAB EMIRATES

The Brief

As a fast food chain, there is always a discussion about how McDonald’s food is really prepared. To answer these concerns, McDonald’s Arabia has for many years worked actively to be transparent, especially online through content on its platform where people can ask any question. The brief was now to bring the value of transparency inside McDonald’s restaurants. In an in-store activation, we wanted to inform customers that they can always know more about the food they are eating when going online.

Creative Execution

We redesigned McDonald’s iconic packaging. In a limited edition run, we removed the last layer between consumers and their food, making all the burger boxes, fry holders and soda cups completely transparent. Only the iconic McDonald’s M and our message remained. The activation was implemented at a key McDonald’s restaurant in Dubai. The activation was a huge success

Describe the success of the promotion with both client and consumer including some quantifiable results

Over a thousand people were served with this transparent packaging. Visits to the site increased 17%. Consumers could view the entire McDonald’s food process, from the farm and all the way to their tray. We are now in the process of launching the transparent packaging across the region.

Explain why the method of promotion was most relevant to the product or service

McDonald’s Arabia wanted to promote the fact that they are completely transparent and only serves food of the highest quality. Online though various content, consumers can view the entire food process, from the farm and all the way to their tray. But not enough people do. That’s why we came up with an in-store activation where we redesigned the iconic McDonald’s packaging. As a limited edition run, we created packaging that was completely transparent and with the message “Always know what goes into your food” followed by a call to action to visit their website. The striking design caught the attention of everyone served and prompted them to visit the website to view the food process in its entirety. Furthermore, it was a way to encourage people inside our restaurants to our online platform where they could interact further with the brand beliefs.

Credits

Name Company Role
Firas Medrows DDB DUBAI Executive Creative Director
Zahir Mirza DDB DUBAI Group Creative Director
Victor Haffling DDB Copywriter
Iain Stewart DDB Copywriter
Andreas Schwitter DDB Art Director
Motaz Albunai DDB Art Director
Iris Minnema DDB Business Director
Sama Ibrahim DDB Account Manager
Amit Vyas DDB Planner
Wissam Moubarak Ddb Dubai Production Manager
Ashish Varghese DDB DUBAI Production Manager