McDonald’s has recently launched what can be termed as ‘DIY fries’, wherein one gets to mix spices of one’s choice to their favourite McDonald’s fries in a paper bag and shake things up. A TVC to promote these ‘Shake Shake Fries’ have 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.”
The brief given to Leo Burnett was 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 to induce trials. 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.”
Showcasing the different moods of life, the film opens with a girl in a college, shaking a paper bag and moving to her own beats. Another group of young teens join in, shaking paper bags as well. It also has a group of housewives, all doing the same shaking action, which guarantees a punch of fun.
The campaign will be on air till December 24, 2008.