McDonald's: The Gourmet Experiment

Credits & Description:

Agency (city): Heye & Partner GmbH
Creative Director(s): Peter Prislin, Andreas Forberger
Copywriter(s): Peter Prislin, Andreas Forberger
Art Director(s): Andrew Schofield
Production Company (& City): Carmen Schumacher Filmproduktion
Agency Producer(s): Denise Kaiser
Short explanation
The Challenge:
Some people don't believe in the quality of McDonald's products.
The Problem: It’s not enough just to promise quality. A traditional campaign is not enough. You have to prove it.
But how can you prove it if the people you want to convince are not interested? You have to surprise them.
The Idea:
We invented "The Gourmet Experience of the Year". We engaged a renowned young chef and staged a gourmet restaurant in Munich: with a professional kitchen, complete team, welcoming ambiance, a modern corporate identity and its own Facebook Page.
Entrance for invited guests was via QR-code match only.
The Meal:
Chef Bernd Arold prepared a delicious 4-course-gourmet-meal, all of it made from McDonald's products, freshly bought around the corner.
The Result:
Delighted guests and the media discovered a universal truth: Good food needs good quality. McDonald's quality.