Cannes Lions

Ñapapitas (The Lucky Fry)

TBWA\SAN JUAN / MCDONALD'S / 2019

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Overview

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Credits

Overview

Background

April 1st is Fools' Day, where is tradition for people and brands to make pranks.

This pranks only last 24 hrs.

Our task was to make a memorable April Fools' on social networks and create fool good moments for everyone.

Insight

In Puerto Rico and other countries, finding a potato wedge fry accidentally in an order

of McFries is one of the most gratifying things in life.

That's why, in April Fools, we made a little joke about it.

In just a few hours, the internet in Puerto Rico went absolutely crazy, and for us, there was only one option, to make this a reality.

Idea

IDEA

Ñapapitas (The Lucky Fry)

After an overwhelming feedback of our post on Facebook and the advice from our clients, we decided to listen and make our April Fools' joke a reality.

For the first time in history, McDonald's let a country redesign the iconic

packaging of the McFries to please our followers.

We designed the pocket cautiously, to make easy the handling of the

potato.

Strategy

Data Gathering

We found hundreds of posts from McDonald's clients celebrating the extra wedge fry on their order, most of them on facebook.

Target Audience

Our target was our Facebook followers and fast food lovers in general.

Approach

We chose April Fools' Day as the ideal day to make the joke.

Call to action

The response to our prank was organic, nothing was planned until the post went viral, then we took action from our followers advice.

Execution

After McDonald's approval, we send our packaging design to mass production

We wait until International French Fries Day to lunch the Ñapapitas.

Our followers only need to ask for a fries and they will get the Ñapapitas.

The packaging was available in all our 63 restaurants in Puerto Rico

Outcome

The Ñapapitas went sould out in just 6 hours.

50M Media Impressions.

Sales went up 25% compared to the previous months.

Organic Reach on Facebook = 618,000

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2023, MCDONALD'S

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