TBWA: Royal Pleasures for McDonald's
TBWA\Zurich shows that when a classic like the Cheeseburger Royal gets a promotional line extension, even those accustomed to luxury lose their composure.
The result: they spill over ruffles, décolletés and silk vestons. Because now the royal is not only available with cheese, but also with chili or Sauce Deluxe. You can pay homage to the royals on billboards all over Switzerland and, of course, at McDonald's itself.
Responsible at McDonald's Switzerland: Thomas Truttmann (Marketing & Communications Director Switzerland & Head Sports Europe), Jan De Schepper (Marketing Manager). Responsible at TBWA\Zurich: Thomas Ammann, Marietta Albinus (Creative Direction), Sara Steinmann (Text), Werner Schellenberg (Art Direction), Simon Rehsche, Jasmine Segginger (Strategy), Stephan Lanz, Ilenia Peluso (Consulting), E-Graphics (Pre-Press).
