McDonald’s brings international flavor to U.S.

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WWF_0004253

New
Worldwide Favorites
campaign brings
taste of Spain,
Canada, Australia
and the Netherlands
to U.S.stores

Ever wonder what McDonald’s menu is like around the world?

C’mon of course you have. Well, now the fast food giant is allowing its customers to sample some of their global menu items.

For real. Or as they say in the Netherlands would say, “Het is echt!” Pack your taste buds and save room in your travel itinerary for a journey to the nearest McDonald’s this month. Having launched on June 5, American customers will have their pick of four craveable and delicious menu items from several of McDonald’s international menus including:

The Netherland’s Stroopwafel McFlurry. It’s a creamy vanilla soft serve, mixed with a rich caramel swirl, featuring authentic chopped Dutch Daelmans Stroopwafel caramel waffle cookie pieces. Cookies and soft serve? Yes please. Take a look at one of the spots directed by Tool’s Brig White below:

“We know our U.S. customers are curious about McDonald’s international menu items. Because we are always innovating our menu, we are thrilled to leverage our global scale and offer popular flavors from around the world next month,” said Linda VanGosen, McDonald’s Vice President of Menu Innovation. “We are committed to creating everyday feel-good moments for customers no matter what McDonald’s restaurant they walk into anywhere in the world.”

Then there’s the Grand McExtreme Bacon Burger from Spain. I had one and it is increíble. It’s a quarter pound of 100 percent fresh beef topped with thick cut Applewood smoked bacon, smoky McBacon Sauce, real Gouda cheese and slivered onions served on a freshly toasted sesame seed bun.

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The restaurant is also offering the Tomato Mozzarella Chicken Sandwich from Canada. This is made with a grilled or crispy all white meat, juicy and tender chicken, the Tomato Mozzarella Chicken Sandwich is topped with tomato & herb sauce, creamy mozzarella cheese, slivered onions, fresh lettuce and sliced Roma tomatoes served on a freshly toasted artisan roll.

Finally, there are Cheesy Bacon Fries from Australia! These were actually already available in Pittsburgh, but are now available around the country.

In addition to traditional media buys, McDonald’s is also launching an immersive VR experience through the McDonald’s App that allows consumers to explore the origin countries of the Worldwide Favorites.

Users are able to truly immerse themselves in each countries’ breathtaking 360 views by moving the device up and down, side to side, and all around. Once a customer finds the hidden Golden Arches in the view they can unlock fun facts and a curated Spotify playlist featuring top songs from each country.

They can even place a Mobile order of their favorites with a tap. McDonald’s worked with Sapient and UNLTD to develop this unique VR experience.

Customers can also experience a 360-degree interactive lens on Snapchat transports users to the Worldwide Favorites origin countries. Check out the user experience below:

McDonald’s will also showcase the arrival of the four craveable and delicious menu items with original content on one of the world’s biggest stages – McDonald’s dedicated billboard in Times Square.

WWF Times Square Billboard

While rotating favorites from around the world are on the menu at McDonald’s global headquarters restaurant in Chicago’s West Loop neighborhood, this marks the first time Worldwide Favorites are featured on U.S. menus nationwide at participating restaurants.

McDonald’s says these limited time additions are the latest step in their continuing effort to build a better restaurant for its customers. According to QSR Magazine, the new items come at a time where McDonald’s is phasing out its Signature Crafted line of offerings.

The Signature Crafted lineup was introduced in early 2017. The brand previously said it would focus on operations, removing complexity, and improving ticket times this coming year. Part of that includes cutting back on customizable options and making it easier to deliver on convenience goals.

McDonald’s CFO Kevin Ozan said some of the brand’s slowdown recently, mainly referring to the drive thru, was caused by recent menu initiatives, like All Day Breakfast, fresh beef, and premium products like the Signature Crafted sandwiches, which take longer to make.

 
Credits
Client: McDonald’s
   Chief Marketing Officer: Morgan Flatley
   VP of Brand & Content Marketing: Kenny Mitchell
   VP Media, CRM & Data: Alycia Mason
   Brand & Content Sr. Marketing Director: Julie Wenger
   Brand & Content Marketing Director: Michael Joiner
   Brand & Content Marketing Manager: Ivonne Loza
   Brand & Content Marketing Supervisor: Kelley Crismore
   Brand & Content Marketing Social Supervisor: Faizan Tahir
   Head of Cultural Engagement: Lizette Williams
   Cultural Engagement Marketing Manager: Nathalia Cambraia
   Media Manager: Alise Flores

CREATIVE AGENCY: We Are Unlimited
   Chief Creative Officer, DDB North America: Ari Weiss
   Chief Creative Officer, We Are Unlimited: Toygar Bazarkaya
   Executive Creative Director: John Hansa
   Creative Director: Josh Mizrachi
   Creative Director: Jimmy Dietzen
   Senior Copywriter: Sara Dembkowski
   Senior Art Director: Georgia Taylor
   Producer: Katie Green
   Senior Strategist: Francis Coyne
   Head of Account Management: Melanie Behling
   Account Director: Ashton Mitchell
   Account Executive: Vanessa Hobson
   Assistant Account Executive: Ciara Rose
   Senior Project Manager: Caroline Helms

PRODUCTION COMPANY (LIVE ACTION): Tool
   Director: Brig White
   EP: Rob Sexton
   DP: Tim Maurice Jones
   Line Producer: Wade Brandenberger

PRODUCTION COMPANY (TABLETOP): Canteen
  &nbspDirector: Olaf van Gerwen
  &nbspEP: Elyse Sara

EDITORIAL: Whitehouse Chicago
   Editor: Carlos Lowenstein
   Asst Editor: Max Mooney
   Producer: Lauren Connolly
   EP: Kristin Angeletti

POST: Framestore
   Creative Director: David Mellor
   Flame Lead: Krysten Richardson
   Flame Artist: Luca Pelegatta
   Colorist: Maria Carretero
   Senior Producer: Jamie Hoskins Smith

MUSIC: Tuesday Collective
   EP: Theo de Gunzburg

MULTICULTURAL AGENCY: ALMA
   VP, Executive Creative Director: Jorge Murillo
   Account Director, Karen Udler
   Account Executive: Adriana Pineda

MULTICULTURAL AGENCY: Burrell
   VP/Group Creative Director: Rebecca Williams
   Account Supervisor: Tiffany Sims
   Senior Account Executive: Susan Neeley

MULTICULTURAL AGENCY: IW
   Creative: Heather Hannasch
   Group Client Director: Flora Zhao
   Planning: Bertha Lee

MULTICULTURAL AGENCY: Boden
   Creative Director, Lejanet Herrera
   Account Supervisor, Kaitlin LaBruzzo
   Account Executive, Gabriela Berrios

Source: McDonald’s

 
Contact Colin Costello at colin@reelchicago.com.

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