The Brief

The brief was to deliver the McDonald's experience at home through Home Delivery. The objective was to make the customers who order the McDonald's meal at home, feel like they have been served the meal 'McDonald style' so they can enjoy the McDonald's experience even at home.

Creative Execution

To bring home the McDonald’s experience we created beautiful McDelivery paper bags. Although simple, these paper bags once opened up turned into lovely tray mats. Each paper bag on opening up revealed a different design, allowing you to enjoy your favourite McDonald’s food on an intricate tray mat. From McChicken to Happy Meals and from the McVeggie to Maharaja Mac, the McDelivery paper bag truly brought the McDonald’s experience to your doorstep making McDelivery simple, easy and enjoyable, even at home.

Describe the creative solution to the brief/objective.

There is a certain experience which is associated with having a meal at McDonald's, so by incorporating the trademark McDonald's tray in the Home Delivery paper bags along with the intricate art of table mats which are very popular in the Indian subcontinent we were able to replicate the McDonald’s experience inside Indian homes.

Results

The Delivery Boxes were highly successful and became popular collectibles. They were initially used in a single market as a test for a limited period to check acceptability and practical considerations of the new packaging. During the period and even after that 60% of the callers on the repeat orders asked for the tablemat boxes and also asked what other designs were there. In about 15% cases people actually told the order taker that they would want a different box design than the one they had.