| Title | HAHON HOHAHO HIE |
| Brand | MCDONALD'S |
| Product / Service | BACON POTATO PIE |
| Category | A01. Food & Drink |
| Entrant | BEACON/LEO BURNETT Tokyo, JAPAN |
| Idea Creation | BEACON/LEO BURNETT Tokyo, JAPAN |
| Production | TYO MONSTER Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Tadashi Inoue | Beacon/Leo Burnett Tokyo | Creative Director |
| Masayuki Tanaka | Beacon/Leo Burnett Tokyo | Senior Copywriter |
| Mikiko Hisamichi | Beacon/Leo Burnett Tokyo | Art Director |
| Yuichiro Nabetani | Beacon/Leo Burnett Tokyo | Art Director |
| Hiroki Mashima | Beacon/Leo Burnett Tokyo | Film Producer |
| Kohei Kobayashi | Beacon/Leo Burnett Tokyo | Assistant Film Producer |
| Masayuki Namiki | Beacon/Leo Burnett Tokyo | Group Account Director |
| Naoki I | Beacon/Leo Burnett Tokyo | Senior Account Executive |
| Daiki Furukawa | Beacon/Leo Burnett Tokyo | Account Executive |
| Keisuke Motomatsu | TYO/Monster | Producer |
| Takahiro Maeda | TYO/Monster | Producer |
| Eriko Machida | TYO/Monster | Production Manager |
| Ayaka Arita | TYO/Monster | Production Manager |
| Daihachi Yoshida | freelance | Director |
| Yoichi Kamakari | freelance | Cameraman |
| Yasushi Miyao | freelance | Lightman |
| Moeno Fujimoto | Nouvelle Vague | Art Designer |
| Mie Minagawa | freelance | Stylist |
| Megumi Sugita | freelance | Hair and Make-up |
| Hanako Sakonju | Office Miyata | Cooking Stylist |
| Kumiko Hosokawa | Office Yoshikawa | Casting |
| Toru Midorikawa | Melody Punch | Music Producer |
| Tomoko Maeda | freelance | Off-line Editor |
| Yuta Sato | Image Studio 109 | On-line Editor |
| Toshimasa Yanagihara | freelance | Sound Effect |
| Tadao Tasai | freelance | Recording |
| Jun Tanaka | Imagica | Colorist |
| Erick Rosa | Beacon/Leo Burnett Tokyo | Chief Creative Officer |
| Ron Smith | Beacon/Leo Burnett Tokyo | Executive Creative Director |
| Greg Jones | Beacon/Leo Burnett Tokyo | Group Account Director |
We changed its name from BACON POTATO PIE to HAHON HOHAHO HIE. This was to enhance its “hotness” that makes people can’t speak when they bite it.
Overall budget 145 million JPY Breakdown of costs -Media (TV, Digital) 110 million JPY -Production 35 million JPY Paid Media budget 110 million JPY
We printed this new, unique product name on every single material such as packages, posters, menu, and even on the receipt.
This unique name caused dramatic responses on twitter, news sites, YouTube, and on TV shows. The more the news spread, the more it drove people to the restaurants: ·x 2 - Headlined twice at Yahoo! Japan ·No.1 - Became the No.1 trending topic on twitter ·No.1 - The most tweeted product name in McDonald’s Japan’s history ·JPY169 million - Over JPY169 million in earned media ·x 2.5 - Total sales was 2.5 times more than last year ·0 - all stocks were sold out
We made a bold decision to change the product name of Bacon Potato Pie for a limited time to win attention and encourage people to try it, including those who had never tasted this McDonald’s menu item before. We applied the idea on every single touchpoint, from conventional advertising to restaurant merchandizing and packaging – even on sales receipts. The naming idea spread via SNS posts and through the simple fun of ordering the pie at McDonald’s restaurants.
The strategy behind this idea was to regain attentions from our target audience; teens and 20s who were not familiar with BACON POTATO PIE since it had been out of regular menu since 2002 and revived only once in 2016. Our intention was to make this product’s image fresh and new, instead of just classic.