McKronenhalle

Until now, anyone who wanted to enjoy a real Züri-Gschnätzlet would have preferred the traditional Kronenhalle restaurant in the birthplace of this menu. If you like it a little quicker, you can also find your favorite dish at McDonald's these weeks.

Every autumn, McDonald's offers Swiss Weeks with sandwiches made from hearty rural Swiss specialties. During the promotional period in October and November, this year's national campaign features the McRaclette for cheese lovers and, for the first time in McDonald's history, the delicious McZüri, inspired by Züri-Gschnätzlets and prepared with real veal. As a side dish, there is also the Swiss Rö s t i .

The menu also includes the McGrillschnägg with a "decent pork sausage". All three sandwiches were developed and created in Switzerland. This is also reflected in the advertising by the long-standing in-house agency TBWA Zurich. In the TV commercials, produced by Pumpkinfilm, everything is a little different from what we are used to. "Somehow more rural," says CD Thomas Ammann. The films were "naturally produced in Switzerland", says account director Remo Christen, swearing by the local quality. Despite this - or perhaps because of it - the new campaign has made waves in the USA. In the online edition of the Chicago Tribune, the new specialties from Switzerland were celebrated with a gourmet tip under the headline "Swiss get McDonald's First Veal Burger".

TBWA is also repeatedly responsible for premieres in Switzerland for the communicative creations. The campaign is led by the network's Zurich agency, which can work independently for McDonald's local market several times a year. Zurich is also allowed to regularly send creatives from Seefeld to Paris to work on new pitches for the whole of Europe. Successful ideas are then adopted and adapted internationally.

McDonald's is celebrating its 35th anniversary in Switzerland this year. During this time, the chain has grown to 151 restaurants. 80 percent of the ingredients for these locations are supplied from Switzerland, with a large proportion of the meat, for example, coming from Bell.

Numerous McDonald's branches are currently undergoing a redesign. Vitra chairs make the groove of fast food history. The restaurant is to become a meeting place for everyone. To demonstrate this, the advertising has also been consistently filmed at the POS for two years. Andreas Panzeri