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
This ‘ad’ looks like recipe video with some snappy editing.
ReplyNo idea no appeal and a whole lot of mumbo jumbo in the press release.
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