CLIENT
McDonalds UAE
Hassan Abouezzeddine, Senior Director of Marketing
Osama ElChamaa, Senior Marketing Consultant
Reem Bitar, PR & Marketing Consultant
Hala Joudi, Marketing Consultant
AGENCY
Federico Fanti, CCO
German Espitia, Associate creative director
Aliza Siddiqi, Senior Copywriter
Shaza Yousef, Senior Arabic Copywriter
Sana Omran, Group Account Director
Yasmina Raydan, Senior Strategist
George Enkiri, Account Manager
Karim Hamze, Account Executive
Craft MENA
Amin Soltani, Executive producer
Raesa Mir, Producer
Michel Enkiri, Post Producer
Eddy Yazbeck, DOP
Charbel Naimeh, Art Director
UM Dubai
Joelle Harfouche, Senior Media executive
Netizency FZ LLC
SUMMARY
In a daring move, McDonald's, synonymous with burgers, introduced rice bowls. Aiming to stir the market and match typical burger launch buzz, the campaign targeted the novelty-seeking youth. The results were staggering: Within a month, rice bowls achieved +40 Units per transaction, rivalling the 55 UPT burger benchmark. With a sweeping 77M impressions and 70% reach, McDonald's didn't merely launch a product; they disrupted the fast-food landscape, demonstrating that audacious innovation can triumph, even in the most saturated spaces.¦In a daring move, McDonald's, synonymous with burgers, introduced rice bowls. Aiming to stir the market and match typical burger launch buzz, the campaign targeted the novelty-seeking youth. The results were staggering: Within a month, rice bowls achieved +40 Units per transaction, rivalling the 55 UPT burger benchmark. With a sweeping 77M impressions and 70% reach, McDonald's didn't merely launch a product; they disrupted the fast-food landscape, demonstrating that audacious innovation can triumph, even in the most saturated spaces.
