Mickey D’s taps into Fan Truths—and grows more Fans.

The Mickey D’s Value campaign is all about bringing emotion to the deal --by tapping into Fan Truths uncovered through social listening & research. Truth #1:  sharing a Mickey D’s lunch is a sure way to bring people together—even total strangers.

 Truth #2: the ONLY breakfast worth rushing for—and putting The Hair at risk— is the one from Micky D’s.

WITH BURRELL COMMUNICATIONS TEAM

McDonald’s for dinner? Buttermilk Crispy Tenders changed Millennials’ minds—and broke new records in sales.

With Buttermilk Crispy Tenders, we redefined McDonald’s for Millennials—as the place for a delicious and convenient dinner. Demand was so high that McDonald’s ran out of product in test markets, giving them the sales results to launch nationally.

WITH WE ARE UNLIMITED TEAM

Social that whet Millennials’ appetite for breakfast all-day—and made them hungry for more.

WITH WE ARE UNLIMITED TEAM

Online video for McDonald’s Olympics Kids Program reminded the entire world: we can all be friends.

During the Rio Games, this OLV raised awareness of the special opportunity McDonald’s offered to fans everywhere: a chance to win a free trip to the Olympics and make new friends by being part of the opening ceremony.

WITH DDB TEAM

Rebranding Yoshinoya to a Millennial market turned up the heat on rice bowls: boosting sales 10.5%

Working directly with CMO and marketing team, we repositioned the traditional Japanese brand with a fresh ingredient twist, reminding diners that every rice bowl was fresh cooked (NO microwave) and fresh ingredients. In less than 4 years, we successfully reversed a 5-year sales decline and boosted same store sales 10.5%.