Delivery is becoming a vital part of McDonald's business worldwide, also in Italy where McDonald's is expanding this new service in the whole country. The challenge was to create an instore communication that could be used in every Italian city where McDelivery was launched, with a limited budget to produce the materials.

McDelivery is a simple and intuitive service that allows you to eat McDonald's without necessarily going to the restaurants. It is McDonald's that comes to you. So we thought of an immediate way to communicate it to all the McDonald’s clients: the idea is that, with the expansion of the service around Italy, all roads become McDonald's roads, where McDelivery scooters can bring your favorite items of the menu.

Italy is recognized as the home of design, of the great icons known throughout the world and McDonald's is one of the most iconic brands worldwide. Therefore we decided to use this distinctive Italian trait in the communication: using McDonald’s iconic Golden Arches to establish an icon in the country of design. In the McDelivery communication, the M is the main element, we flipped it to create a big street with curves, where we find a moving scooter, drawn with a vectorial illustration.

In Italy, in the last month, McDelivery has made € 4,023,144 of sales per 290.826 transactions and scored 70% in awareness among Italian population.