The Challenge
The collaboration between McDonald’s and gourmet chefs has been a huge success over the years. For the fifth iteration with Michelin-chef René Mammen, McDonald’s wanted to shift the focus.
Up until now the campaigns had mainly been about the burgers and the chef behind them. Now it was time to shine a light on the collaboration. On why the chefs and McDonald’s were the perfect match. To show Danes that these collaborations were also about shared values.
Homestyle x René Mammen, Citrus Urtemayo TVC 40"
The Idea
And it turns out their shared value was staring us right in the face. It was speed. René is as full of energy as a McDonald’s kitchen. He is happiest when he goes full speed, and speed is a core value at McDonald’s. And so “fart på” was born.
A concept celebrating speed. We launched with a herofilm that matched the fast-paced environment of McDonald’s showing how René developed the burger together with McDonald’s and how it was made in the kitchen by the employees at full speed.
On SoMe, we followed up with René answering rapid-fire questions and “Mammen meets Maccen”, a web series where René discovered how a McDonald’s works – and even battled a McDonald’s employee about who could make the burger the best – and the fastest.
Mammen Møder Maccen, episode 1
Mammen Møder Maccen, episode 3
Mammen Møder Maccen, episode 4
The Results
The campaign delivered a significant positive shift in impact on McDonald’s overall position on quality focus with a lift of +9%.
Credibility tested significantly above the norm compared to previous successes and by making the execution (and the product) feel more authentic, the campaign decreased the share of consumers that saw a misfit between the gourmet chefs and McDonald’s. The tempo and feel of the campaign made it stand out and increase overall ad recall and message perception.
