Targeting a nation that pride themselves on buying local produce, we let the iconic Irish ingredients do the talking. We used two key insights to develop our launch activation;

1. IRISH PEOPLE LOVE IRISH PRODUCE

2 out of 3 Irish people prefer to buy locally sourced products. We are a nation that prides ourselves as world class food producers and connoisseurs. We love to support communities and farms whenever and wherever we possibly can. (SOURCE: Bord Bia, “Feeling The Pinch” Report)

2. PEOPLE WANT WHAT THEY CAN’T HAVE

It’s human nature to have an increased desire for the things you are denied. This transcends nationalities and cultures. Hinting that a product is out of reach straight away can be an incredibly powerful thing.

We dangled the McMór and its local credentials in front of the nation, just slightly out of reach to purchase, to spur desire and want.

We introduced Ireland to the McMór at a burger celebration event in Dublin’s capital of culture, Temple Bar. This event was completely unbranded, enabling the guests to honestly evaluate the burger, without any preconceived notions they may have around McDonald’s cloud their opinion. After mingling with the key ingredient suppliers, each guest was presented with a McMór with some guests so impressed, they demanded a second serving!

We captured the event and the genuine reaction’s when it was revealed the McMór was a new McDonald’s creation. We seeded these reactions on national television and social media, ensuring our event with one hundred people was seen by over one million people (almost 1 out of 3 Irish adults).

To fuel the fire of desire, we sparked off the campaign a week before the product was even on sale – the wait making the sale date all the more appealing.

This campaign resulted in the most successful product launch in McDonald’s 39 year history in Ireland. The McMór sold double its projected sales, selling 100% more units than the second-best selling premium product in 2015. The demand was so high from the first day of sale that after three days, it had sold out in 80% of restaurants across the country.

We had the country agonising for the eventual sale date, as McDonald’s social mentions skyrocketed by 186% in the week prior to being on sale, making national and international headlines.

McDonald’s local food credentials increased, with positive sentiment statements such as “Has good quality food” up 10% and “Makes a positive contribution to my community” up 16%”

In the end, we launched a world class burger for one of the world’s most iconic brands using locally sourced insights and innovation. By doing the unthinkable, we generated unthinkably amazing results.