McDonald’s Singapore taps into fan passion to promote limited edition McGriddles

Leo Burnett and McDonald’s have created a campaign for seasonal breakfast item McGriddles in Singapore. According to Leo Burnett, the item enjoys cult status among fans of the fast food chain and there has been a clamour on social media for its return ever since it was taken off the menu.

The launch was at a solitary McDonald’s outlet with only 100 McGriddles up for grabs.

The promotion offered limited edition merchandise including an exclusive hoodie, and saw fans queueing up overnight, waiting for the restaurant to start operations at 10.00 am.

Speaking about the campaign, McDonald’s Singapore senior director of marketing and digital innovation Agatha Yap said: “We are aware of our customers’ deep love for McGriddles, a unique savoury-sweet breakfast experience that never fails to spark conversation and delight each time we bring the product back.

“This campaign is intended to awaken that longing for a delicious and hearty start to each day.”

Leo Burnett Singapore creative director Adrian Yeap said: “We took a cue from how street brands launched their products.

“We simply turned a limited time offer on into a limited edition breakfast, and sprinkled a generous amount of hype on it.”

Credits:

Client: McDonald’s Singapore

Client team: Agatha Yap, Danny Fu, Tiffany Young

Creative agency: Leo Burnett Singapore

Account management: Serene Koh, Evonne Loke, Tan Wan Shin

Strategy: JS Foo

Creative team: Fajar Kurnia, Adrian Yeap, Syahid Nordin, Yizhen Huang, Gabriella Kow,

Kelly Lee, Aaron Leong

Producers: Shirlyn Lam, Pattira Kietivanichanon, Terry Ong

Film post production: thequietlab

Media Agency: OMD