We use the typical McDonald's plate, that are used at the restaurants by our target, in a context where they are in a more receptive mood, concentrated and with time for reading, while enjoying the same product. We took advantage of the consumers physically postion and make them imagine enjoying their meals, but now at home.

One strong point of this piece, is that it was measurable in a very short time, so we could contrast the idea v/s effectiveness. 130% of success: During the first month of operation, the number of requests expected for McDelivery was of 2,000 phone calls, and we reached more than 2,600, only with a single communication piece.