FRIES HEIST

TitleFRIES HEIST
ClientGOLDEN ARCHES DEVELOPMENT CORPORATION
Product / ServiceMCDONALD'S
EntrantLEO BURNETT MANILA, THE PHILIPPINES
Entrant Company LEO BURNETT MANILA, THE PHILIPPINES
Advertising Agency LEO BURNETT MANILA, THE PHILIPPINES

The Campaign

A giant mock-up of McDonald’s Fries was put up in a famous mall. It generated a lot of buzz. Days later, we made the fries disappear. We then started the hunt for the culprit via digital activation –The Fries Heist.

Success of the Campaign

Fries Heist was much talked about. The Fries Heist Activation-Digital effort proved to be effective in terms of engaging consumers. Total online reach hit 4,502,368. This amounted to total viewing time of 128,924 minutes. We had everybody’s eyes on the fries! ! More importantly, Fries Heist helped increase McDonald’s French Fries sales by 12% versus the same period last year.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We made a giant installation of McDonald’s French Fries and placed it in a leading shopping mall, Eastwood. This spurred families and friends to pose for pictures with our World Famous Fries. They then spontaneously shared the photos on social media sites. We had celebrities tweeting about and posting pictures of the giant fries. The digital world was abuzz with excitement. Days later, we made the fries disappear. Someone took the World Famous Fries! The public was shocked. Newspapers announced the “Fries Heist”. We deployed Ronald McDonald through a video where he asked for help in finding the fries. McDonald’s offered a reward. Daily, we released CCTV videos of the crime scene on McDonald’s Facebook page. Each video showed various characters as suspects. Finally, the hunt ended with a most unexpected culprit. Then we brought back the fries. People showed their love for the fries even more via social media.

Credits

Name Company Position
Joy Santos/Cey Enriquez Leo Burnett Manila Planner
Revolver Post Prod House
Shoe String Production House
Hit Productions Sound Company
Borgy Torre Director
Steve Vesagas/Lester Parulan Producers
Trixie Angeles Leo Burnett Manila Account Executive
Maik Alturas Leo Burnett Manila Account Management Manager
Donny Dingcong Leo Burnett Manila Account Management Director
Stephanie Mangalindan Leo Burnett Manila Art Director
Raoul Panes/Aimee Espiritu Leo Burnett Manila Copywriters
Dante Dizon Leo Burnett Manila Creative Director
Raoul S. Panes Leo Burnett Manila Chief Creative Officer