Cannes Lions

NEW BREAKFASTS

DDB SOUTH AFRICA, Johannesburg / MCDONALD'S / 2009

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Overview

Entries

Credits

Overview

Execution

We placed branded eggs into normal packs of eggs. The message said: 'Let us do it for you. McDonald's Breakfast 6am - 10am' We wanted to speak to people while they were actually making their own breakfasts and let them know that McDonald's could offer them an easier solution.

Outcome

While the campaign was seen as humorous, it's effectiveness cannot be denied: Breakfast sales went up and McDonald's 'Guest Foot Count' rose by a staggering 35%.

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