McDonald’s recently launched ‘DIY fries’, wherein one can mix spices of one’s choice to their McDonald’s fries in a paper bag.
A TVC to promote these ‘Shake Shake Fries’ has gone on air recently. The film is the brainchild of Nitish Tiwari, Executive Creative Director, Leo Burnett and has been produced by Rising Sun.
Commenting on the overall strategy, Arvind Singhal, Head – Marketing, McDonald’s India, (West & South Region), explained, “McDonald’s has taken a 360-degree approach to reach every touch point of the customers and create excitement around the ‘Shake Shake Fries’. The product is being promoted through electronic channels, radio, events and in store activities.”
Leo Burnett was given a brief to create a campaign that showcases the overall Shake-Shake experience of the product to the customer, right from mixing and shaking the fries to finally eating and enjoying it, and creates excitement around the fries. The aim was to showcase how one can have fun while indulging with their favourite fries.
On the creative idea, Singhal said, “With the ‘Shake Shake Fries’ campaign, McDonald’s is taking the next step in the element of fun, which the brand has always provided, and it creatively illustrates the theme of dance and fun. The campaign is sure to ‘Shake Up’ the customers.”
The campaign will be on air till December 24, 2008.