|Title||THE MOST FASHIONABLE BREAKFAST DROP|
|Product / Service||MCGRIDDLES|
|Category||E02. Launch / Re-launch|
|Entrant||LEO BURNETT SINGAPORE, SINGAPORE|
|Idea Creation||LEO BURNETT SINGAPORE, SINGAPORE|
|PR||LEO BURNETT SINGAPORE, SINGAPORE|
|Production||THE QUIET LAB Singapore, SINGAPORE|
|Production 2||FUSE ADVENTURES IN AUDIO Singapore, SINGAPORE|
|Syahid Nordin||Leo Burnett Singapore||Copywriter|
|Yizhen Huang||Leo Burnett Singapore||Senior Art Director|
|Gabriella Kow||Leo Burnett||Art Director|
|Aaron Leong||Leo Burnett||Copywriter|
|Kelly Lee||Leo Burnett||Art Director|
|Adrian Yeap||Leo Burnett Singapore||Creative Director|
|Fajar Kurnia||Leo Burnett Singapore||Executive Creative Director|
The McGriddles has a very small following who clamour loudly on our social platforms for its next appearance on our menus. We targeted and rewarded them with an exclusive McGriddles prelaunch. With the noise and hype they created, we were able to reach out of the quiet majority talking and eating the McGriddles.
The McGriddles is a unique breakfast item returning to our menus for a limited time only. Last year, it was available 24/7. This year, we had to sell the same number – all 500,000 McGriddles. But in a third of a time – during breakfast hours between 4am and 11am only.
Fast food is not known for its scarcity. Products are launched in a stereotypical way and without the kind of hype or fanfare its counterparts in streetwear or fashion typically enjoys. We tapped into FOMO – fear of missing out. How we can excite our small but vocal following of McGriddles fans and get them to make enough noise to stir the quiet majority into a frenzy for the McGriddles?
Our target audience for the prelauch was hardcore McGriddles fans. Through social listening, we handpicked a small following and dropped them our most fashionable breakfast drop. That got them talking about it, creating a sense of anticipation for the prelaunch of just 100 McGriddles that followed. That drove people to an even greater sense of FOMO when we released sales of 500,000 McGriddles islandwide.
We announced the first-of-its-kind fast food prelaunch for the McGriddles. Dropping 100 specially-designed hoodies, McGriddles fans got to be part of a once-in-a-lifetime experience to eat our super-hyped burger before anyone else.
The hype proved real. The McGriddles was lauded as “drop of the year” by Esquire. Our exclusive hoodies reappeared online, flipping at 110 times its original price. The prelaunch made headlines here and abroad, earning McDonald’s an unfair 39 million media impressions and an ROI of $65 per PR dollar spent. In the end, we sold out all 500,000 McGriddles in 8 weeks.