McDonald's Corporation

Kelly Hoyman - Director, Mktg.

Leo Burnett/Arc Worldwide *Lead Agency

Vernon Williams - SVP, Acct. Director
Denis Giroux - VP, Executive Producer
Avery Gross - VP, Creative Director
Samantha Howes - Sr. Producer
Matthieu Lynch - Asst. Acct. Executive
Brian Shembeda - VP, Creative Director

OMD

Montrew Newman, Group Director of Strategy
Jennifer Dixon, Strategy Supervisor

Porter Novelli

Maisha Pearson - Acct. Manager

Challenge: get people to see McDonald's differently in a non-growth category. To do this, we used a secret weapon...something that hadn't been advertised before, and something that was superior across every consumer measure. McDonald's Fries are the "Best Fries on the Planet." This campaign helped the local McDonald's franchisee organization achieve a year-over-year fry units sold increase of 13% and sales increase of 12%! Additionally, fry unit movement sustained momentum for 8 weeks post-promotion.