McDonald's conducts Frequent Fryer campaign
By Derek Winkler
Fast food chain McDonald’s Canada has begun a campaign for its “Frequent Fryer Program.” The effort promotes the limited-time availability of churro, masala, ramen and tzatziki flavoured fries. Developed by Cossette and Nexus Design Studio, the campaign depicts an animated workshop where the fries are made. It consists of television, online video, out-of-home and digital advertising, as well as social media content. In addition, the promotion includes a mobile component conducted via the McDonald’s app. Consumers are invited to search for special icons that can be added to an in-app passport in order to win free fries. Media work is being handled by OMD, with mobile work by TMS.
“This was a really enjoyable project because we were allowed to explore so much entertainment right from the initial pitch, which grew into the idea of designing a whole airport where McShaker fries make their journey,” said Felix Massie, creative director at Nexus Design Studio. “It was great being able to adapt normal airport stuff into something a bit more fantastical and silly. Every step of the way was about adding fun, not just to the way things looked, but how it all moved too.”