We redesigned the regular take-out bags with an extra pocket of fries on the outside and McDonald’s gave those fries for free to everyone buying in the drive-thru. We made a campaign to communicate de activation, based on the insight that people eat the fries on the road. And not necessarily their own.

• Implementation: We asked people to download a coupon from the app to order their fries for the road, for free, when buying on drive-thru. To make this happen, we redesigned the regular take-out bags with an extra pocket of fries on the outside.

• Timeline: The activation lasted a weekend

• Placement: In every McDonald’s in Argentina (almost 300)

• Business impact: + than 20.000.000 people reached. While the promotion lasted sales in the drive-thru channel were 20% more than during regular weekends.

• Response rate: 68% downloaded the coupons from the app. And 33% of those who downloaded the coupons redeemed them.

• Impressions: 31.000.000

• Change in behaviour: According to the comments made on social media, everyone continued to eat fries on the road but without feeling guilty.

• Consumer awareness: No market research information yet, but the largest number of mentions of McDonald's on social media, while the promotion lasted, referred to drive-thru and the activation "Fries for the road”