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McDonald's
The Frork for Signature Crafted Recipes

RAN IN: United States

CLIENT
McDonald's

Molly McKenna, Director, PR & Brand Engagement,
Jano Cabrera, SVP of U.S. Communications, Global Media and Public Relations

AGENCY
Golin *Lead Agency

Meghan Phillips, Executive Director
Vince Patton, Senior Art Director
Ananta Prayitno, Copywriter
Jody Benjamin, Planning Director
Lisa Heidkamp, Senior Manager, Research
Josh Rangel, Digital Director
Katherine Wojtecki, Executive Director, Bridge Chief
Mike D'Amico, Group Creative Director


SUMMARY

Our job was to drive sales and create buzz for McDonald's new premium Signature Crafted Sandwiches (burgers with toppings that honestly, people can get at any other burger chain.) We decided to solve the problem of the topping dropping. Enter The Frork™, a fry-fork hybrid utensil that scoops up fallen burger toppings.  Then a tongue-in-cheek informercial, a national Frork™ giveaway, and a 1-800 number. The results were fantastic. A XX% sales boost (despite no ad dollars), positive buzz from NPR to GMA to SNL, and 127,000 calls.

CASE STUDY

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CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;INTERACTIVE/ONLINE

Audience: Food Trendsetters (with a Millennial skew)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English