Opportunity
We had the chance to reinvigorate classic menu items through launching McDonald’s first Artist Residency program and driving cultural relevancy for one of the world’s most loved brands.
Creating a one-of-a-kind experience for modern tastemakers
Approach
Working in tandem with McDonald’s agency partners, tms helped amplify the brand’s place in culture by creating a program that connected the brand with today’s leading creatives — a fresh way to promote classic menu items. Known for its designs that feature an array of characters, Cactus Plant Flea Market has a niche place in the cultural zeitgeist and was the perfect partner to kickstart the program. Tapping our collective marketing and sourcing expertise, we turned heritage characters into highly-sought-after premium collectibles. Not only did we design the figurines themselves, but we also developed retail, packaging, and omni-channel assets.
Outcome
This program outperformed projections across many key objectives, including average check amount and units sold, netting out to an early end to the program due to depleted supplies generated from high popularity. The successes of this program outweighed previous Famous Orders/Big Bet campaigns for the brand. The program also garnered high levels of attention and positive mentions from traditional and social media.
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Modernizing McCafé®
Opportunity
tms sought to refresh the McCafé® bakery packaging to match the brand’s updated visual identity. It was essential we conveyed that the coffee experience at McDonald’s was simple and uncomplicated with bold graphics that complement the McCafé ® branding.
Approach
tms rebranded McCafé® packaging by leveraging the McDonald’s signature gold color scheme and coupling it with simple, playful designs to signal a “gold standard” experience and quality that the customer can trust.
Outcome
We refreshed the existing suite of McCafé® packaging, producing a modern and cohesive 12-piece packaging system that included bakery and coffee products.
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McDonald’s | Artist Residency
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Boosting brand love with an exciting promotion
Opportunity
Noticing a pattern of decreasing visits to its restaurants during the month of October, McDonald’s wanted to introduce a month-long program that would tempt customers back. We made it our objective to turn that around by crafting an experience that drove guest counts, reinvigorated sales, and boosted brand affinity.
Approach
tms put a new twist on the standard sweepstakes promotion with an exciting Halloween campaign that drove guests back into stores.
Outcome
We developed a bold program called “Trick. Treat. Win!” which leveraged a timely Halloween theme and a chance at instant-win prizes to delight customers. And for the first time ever, our program gave customers the opportunity to choose the prizes they won. As well as owning the campaign strategy, our creative identity featured across stores, digital channels, and the campaign packaging.
Results
1.3
Billion
sweepstakes entries
4.1
Million
app downloads
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