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CANNES, France—A clever and minimalist approach to sending motorists toward the nearest McDonald’s has won the Grand Prix at this year’s Cannes Lions, as has a Daily Show activation that created a “presidential library” of Donald Trump’s tweets.


Canadian agency Cossette created the “Follow the Arches” campaign, which cleverly cropped the McDonald’s golden arches to create direction arrows, with copy such as “on your left,” “on your right” and “just missed us.”

“It’s very deserving,” said Outdoor jury president Chris Garbutt, global chief creative officer of TBWA Worldwide. “If you live in Canada or the U.S., there’s all these ugly billboards on the highways that give you the next turnoff to a restaurant. (McDonald’s) took something and reframed it. It’s iconic. It’s confident.”

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Picture this—you want to take a killer selfie, but you’re already enjoying a delicious and juicy burger, and you have a serious case of ketchup fingers. Don’t worry—McDonald’s has a solution to this timeless problem, just in time for National Selfie Day, this Thursday, June 21.

frylus mcdonalds

Cue the “Frylus.” It’s a handy stylus in the shape of a French fry, and it’s here to help you take your burger selfie game to the next level, while keeping your precious smartphone screen pristine and clean (because, after all, you’re a person, not an animal).

The brand is hyping its invention with a wonderfully melodramatic, snarkily artsy 60-second trailer for the product that might just sell you on the idea. The spot features Instagram persona and faux-Kardashian brother, Kirby Jenner, as the new Frylus spokesperson, and reads as much as a send-up of pretentious fashion advertising as it does a goofy promo for another piece of plastic the world surely doesn’t need.

To be fair, the fast food chain is using to the Frylus to promote its “100% Fresh Beef Quarter Pounder,” which is supposedly hotter and juicier than its predecessors—meaning the tool should be particularly helpful to anyone who might be enjoying the new patty.(McDonald’s will be giving away 100,000 of the french fry tools on Thursday, at more than 2,000 locations. (You can find them all here.)

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TV has a taste for fast food.

Famous franchises are playing key supporting roles this year: McDonald’s had a prominent cameo in this week’s finale of FX’s The Americans, and Arby’s is frequently mentioned and makes appearances on the cable network’s Baskets.

They join other real-world fast-food chains that earned exposure in recent years, including Burger Chef on AMC’s Mad Men and Subway on NBC’s Chuck. Among them, only Subway’s appearance was part of a sponsorship deal, the networks say.

The McDonald’s iconic golden arches, symbol of American commercialism and efficiency, served as a poetic final food stop for The Americans’ Elizabeth and Philip Jennings, Soviet spies impersonating U.S. citizens, as they fled the country after their tourist-agent covers were blown.

Creator and executive producer Joe Weisberg says he loved “Philip’s final goodbye to this greatest icon of American capitalism, as he had become enamored of capitalism and America.”


Read more at USA Today:

Nobody’s perfect. And if you want to work at McDonald’s, you don’t have to be.

At least, that’s the message the fast food giant wants to send to entry-level workers in Europe. A new series of posters from TBWA Belgium features “McMistakes,” wacky permutations of improperly prepared McDonald’s food. Soft serve in a clamshell burger box! A Big Mac stuffed into a fry sleeve! French fries in a McFlurry cup! (Actually, fries dipped in a McFlurry are great, but that’s not the point.)

They’re the kind of mistakes that would get a kid on an ’80s sitcom fired. But these days, it’s fine (in the EU, anyway). McDonald’s says it wants to “Hire on attitude, train on skills.” In other words, bring a smile, and they’ll help you figure out the rest.

The posters are running inside McDonald’s restaurants in Belgium–exactly the kind of place teens with no work experience would be most likely to spot them.

from Creativity-Online:

The great Merch Wars of 2016 are in the rearview, but the collateral damage—all merch, all the time, from things and people and brands that aren’t also musicians—remains with us. These days, even McDonald’s is making merch—and the Golden Arches are taking cues from streetwear and the hypebeasts who love it. With the Happy Meal market on lock, McDonald’s is moving to capture the imagination of its young-adult customers with a new collaboration with Joe Freshgoods’ Joseph Robinson. Robinson, along with the rapper Kyle (who produced an exclusive song and video for the campaign), is helping Mickey D’s sell soda—Mix by Sprite Tropic Berry, a new Sprite flavor exclusive to McDonald’s locations.

Robinson, an independent fixture on the Chicago streetwear scene, is perhaps best known for his 2017 Thank U Obama collection, thanks to a co-sign from Chance the Rapper. The self-proclaimed “Hood CNN of clothing” boasts that he can turn shirts around in a day, and a lot of his past gear—“Ye 2020” shirts, beanies that read “I wanna f*** Rihanna”—was so irresistibly cease-and-desist-able that production often didn’t run for much longer than that.

So what does the fast-food behemoth get out of the deal? Clout, of course. Robinson’s participation lends the racing-inspired collection, which largely consists of logoed-out tees and socks, a degree of authenticity. One bomber jacket in particular, with checkered sleeves and a strong ’80s vibe, is so vibrant it’s craveable. And most notably, it doesn’t look like the Happy Meal version of fashion—it just looks like streetwear. Which means there’s a larger lesson here: The codes and rules and trends of streetwear are no longer just the province of zine-makers and screenprinters and tour managers. They’re fair game for anyone looking to latch on to something cool—even if that anyone is a massive fast-food corporation trying to sell a new flavor of Sprite.

Read more at GQ: