How do you satisfy the urge for burgers and persuade the consumer to order immediately? A video with carefully placed frames on the product, delicious close-ups and a group of friends who can’t hide their joy of tasting the new products.
This is also the case of the new McDonald’s campaign signed by DDB Romania in which the new products created by Chef Foa – Epic Beef and Chicken Legend – leave us all speechless. The campaign continues the brand’s approach to collaborating with top chefs who create unique gourmet tastes that are accessible to a wide range of consumers.
The success of the recipes previously created by Chef Foa and McDonald’s has raised the bar a lot, so the expectations of the fans are high. Therefore, if so far the unique combination of ingredients and what defines premium taste has been highlighted, the aim of the current campaign has been to take things to the next level.
“We were glad that our approach increased our appetite for quality and premium tastes, and that only makes us want to surpass ourselves every time. If in the first campaign the democratization of taste was done from McDonald’s kitchens, now we aim to get out of the well-known setting of the restaurant and get closer to the consumer,” said Irina Angelescu, marketing director of Premier Restaurants Romania.
Starting from this objective, the advertising agency DDB Romania came to the belief that every time any of us wants to create something new we seek constructive criticism and feedback from the people closest to us – friends and family. Only they can tell us if we are on the right track or not. We always rely on their sincerity and trust.
“Friends are the first to test and the most entitled to give their opinion. We trust them to be true and tell us what we need to know, not what we want to hear. Based on this insight, we have chosen to open the spring-summer season of gourmet burgers. Thus, we invite all curious consumers to stop by McDonald’s to try the new hip tastes,” said Ioana Dobrinescu, Senior Strategic Planner DDB Romania.
In the TV spot Chef Foa invites his friends – the stars Șurubel, Sore and Cuza, to taste the new premium gourmet burgers and to be honest. And their genuine reactions are visible to anyone. In fact, Chef Foa embraced these values even before the advertising campaign, in the process of creating the burgers, constantly relying on the feedback of his friends, whom he invited to several tasting sessions.
“Building the brand atmosphere outside the restaurant was a big challenge. So, we turned to ambiance details that suggested the optimism and naturalness specific to the interactions we see at McDonald’s. These were the elements through which we managed to render the unique and familiar experience of the brand. Another aspect we followed was to anchor ourselves in the present, both with pop hype characters in the moment, such as Screwdriver, Sore and Cuza, and with what people want more: delicious burgers in a garden gorgeous,” explained Georgiana Rotaru, Account Director of DDB Romania.
Tribal Worldwide Romania, through the digital environment, carries on the story of the burgers tested on friends and places them in the content pills created for social media. In a relaxed set-up, Foa is invited by Shurubel to discuss new recipes and collaborate with McDonald’s while testing Epic Beef & Chicken Legend. Among the topics covered are the reasons why Foa chose this career, but also the inspiration in creating new recipes.
The discussions in a funny note are sprinkled with several frames that highlight the ingredients of the burgers and that complete the delicious image shown in the TV spot.
The campaign runs from April 8 to June 9, 2022 and benefits from TV, online and OOH exposure.
The teams that worked on the campaign were formed of:
Irina Angelescu – Marketing Director, Premier Restaurants Romania
George Romanescu – Marketing Manager, Premier Restaurants Romania
Ioana Dobrinescu – Senior Strategic Planner
Luciana Cucoaneș – Head of Strategy
Ștefan Vasilachi – Creative Director
Mihai Calotă – Group Creative & Senior Art Director
Alexandru Tocilescu – Group Creative & Senior Copywriter
Georgiana Rotaru – Account Director
Carmen Răduță – Account Manager
Simina Zidaru – Managing Director & Creative Director
Mădălina Pop – Senior Copywriter
Ionuț Raicu – Senior Art Director
Tania Gocan – Senior Account Manager
Luana Mali Roman – Social Media Manager