TBWA Zurich makes every crumb desirable for McDonald's
In its new ad campaign, TBWA Zurich focuses on a single crumb—because McCrispys are so crispy that not a single crumb is left.
The McCrispy chicken burger is a McDonald's classic. And the range continues to grow: the McCrispy is now available in three further variations. In the new communication platform, TBWA Zurich strikingly reduces the product to its lowest common denominator: a crumb.
Whether moving image, print or online: The McCrispy crumb, exaggerated into a giant, takes center stage everywhere.
At the center of the campaign is a TV commercial. The hunt for the crumb is broken up musically in a surprising way: The 80s hit "True" by Spandau Ballet gets to the heart of the desire that a McCrispy triggers.
Print, online and social media then bring the basic idea to the various products in a variety of ways. The look of the campaign is just as crisp as the products themselves and ensures strong recognizability within McDonald's communication.
Responsible at McDonald's Switzerland are Kat Howcroft (Chief Marketing Officer), Severine Caspard (Marketing Manager, Brand & Strategy), Morgane Zillweger (Senior Marketing Consultant) and Jessica Dumoulin (Marketing Consultant). At TBWA Zurich Manuel Wenzel (CCO), Sabrina Brandenburger (CD), Mark Taylor (CD), Davide Schenker (Senior AD), Jil Pettenhofer and Gvozden Milosevic (Creation) are responsible for the production. Production was handled by Hillton AG (film company, post, music) and the JingleJungle recording studio.
