Our idea was to create a completely new packaging design that shows at first glance what a perfect match McDonald’s and a delivery service are.And the McDelivery packaging not only grabs attention but also arouses excitement.

Limited-edition designer packaging for the five best-selling favourites on the McDonald’s menu was delivered to franchisees throughout Germany.The unique design combines unmistakable elements from the planet’s most famous home delivery designs with the distinctive McDonald’s look.

By associating the immediately familiar shapes of the McDonald’s packaging with iconic elements of delivery designs, we got franchisees to actively engage with the new service and enter into dialogue with McDonald’s.At the same time, we demonstrated to them right from the start how great it can be to enjoy a BigMac on the couch at home as well as the tremendous potential that the introduction of the McDelivery service holds for each and every one of them.

Our idea was to create something that shows how McDonald’s and a delivery service belong together. So simple and clear that everyone could instantly see what it was all about and how well these previously totally independent worlds fit together. Nothing exemplifies McDonald’s better than its products and packaging. Everyone recognises them and has held them. But how do you make a burger box into a design object highlighting McDelivery? Our answer: with the corporate identities of the world’s most renowned home delivery services. We used their key design features, such as their use of white space, colour codes and combinations as well as small design details and translated them into the bold, playful McDonald’s look. The result is a unique design edition that formed part of the exclusive mailshots sent to McDonald’s franchisees to spark a dialogue and inspire them to get involved in rolling out McDelivery in Germany.

The McDelivery packaging was sent to more than 600 franchisees in Germany. And was a huge success. Since the franchisees loved being informed and engaged in such an original way, many of them also went a step further and entered directly into dialogue with McDonald’s. To this day, more and more franchisees are signing on to the delivery concept, helping McDelivery – to their customers’ great delight – to get off to a very successful start in Germany.