Brands seem to focus more and more on creating “moments”, which basically means ideas that don’t cost much but have a good chance of getting shared a lot on social media and even picked up by the press.
McDonald’s UK’s latest version of this is to create customised sauce pots for weddings. It doesn’t sound like much, but Charlie XCX photographer Henry Redcliffe has created some strong images to bring it to life. Plus Red Consultancy has organised a competition giving 20 couples the chance to win a bespoke set of 150 sauce pots and 150 portions of fries to go with them.
Still on the romance theme, McDonald’s UAE recently responded with humour to online ridicule for people who choose it as a first date location. FP7 McCann Dubai created a series of ads showing ordinary couples of all ages in a McDonald’s alongside the line, “Not for first dates. But for every other one.”
“Every” date might be a bit of a stretch, but as a response, the idea that McDonald’s is a place where you can be yourself rather than try and impress someone is a strong fit for the brand.
