In a fresh and relevant way we took two iconic elements, McDonald’s food and smartphones, and distilled them into one idea: McDonald’s Mobile Menu. Introducing a new visual language ownable by no other brand, targeting mobile phone users.

We took iconic McDonald’s graphic elements, being simple white type against a red background combined with visuals of smartphones, arranging them to look like classic McDonald’s food: the Big Mac, Fries and Egg McMuffin. We also included the McDonald’s app logo to communicate the idea that Mobile Ordering is now available.

• Recognized best in class for McDonald’s Mobile Ordering launch within the brand’s global system – highest guest counts, exceeding download expectations.

• Achieved 32% lift in guest count growth in segmented market test.

• Drove 23% increase in downloads nationally.

Around the world, ordering food through your phone has become the norm. And in a cluttered landscape of mobile app launches in Canada, McDonald’s needed to stand out to communicate they offer this Mobile Ordering service, as well.