The brief was to create a look and identity for the biggest product launch for McDonald’s in 5 years. This involved careful photographic direction and styling along with developing an extensive in-store communication kit for restaurants. In addition we were asked to look at an experiential activity to engage consumers and create public awareness that would get the product into their hands.
We developed the ‘Too Tasty to Put Down Tour’ which was part of a fully integrated launch including TV, digital and in-store activity. The tour is McDonald’s biggest UK experiential campaign to date. It featured professional street artists showcasing their one-handed talents whilst eating/holding a wrap and daring the public to join in. The extensive tour visited 21 cities nationwide using two teams.
