Restaurants
Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
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PROGRAM
2018 BRONZE
Ruffling the Feathers of the Chicken Establishment
The Naked Chicken Chalupa was an all-new product that was sure to turn heads for all the wrong reasons. It was a taco with a shell made entirely out of fried chicken. And we were Taco Bell, a brand known for seasoned beef, nacho cheese and tortillas. What business did we have selling such a bizarre fried chicken product? But by pitting ourselves directly against fried chicken conventions like breasts and drumsticks our launch was successful, outperforming the Taco Bell limited-time-offer (LTO) sales average by 50%.
- Brand: Taco Bell
- Client: Taco Bell
- Agency: Deutsch LA
2017 GRAND
The McWhopper Proposal
In 2015, Burger King was outspent, underarmed and overwhelmed in the incredibly competitive fast food category. Our idea began with an open letter in the New York Times; a peace offering to our biggest rival. Immediately the McWhopper idea took on a life of its own, making headlines across the country. While the campaign twisted its way through popular culture we continued to stoke the flames with iconic billboard placements, social influencers and a carefully crafted media kit disguised as a website. Although the offer was declined, the campaign was an overwhelming success - shifting all brand measures, selling a truckload of Burgers. Oh, and we helped World Peace, too...
- Brand: Burger King
- Client: Burger King
- Agency: Y&R New Zealand
2017 BRONZE
Quesalupa is #BiggerThan
Taco Bell needed to launch its next big product, the Quesalupa, in the Super Bowl. When brand conversation drops off less than 24-hours after the game ends, Taco Bell needed to flip the script on how a product traditionally launches in the Super Bowl by building hype well before kick-off. To become a part of pop culture, we took a page from the biggest pop icons in music and followed their lead to make Quesalupa #BiggerThan. Sales goals quadrupled and we increased brand affinity among fans by 19%.
- Brand: Taco Bell
- Client: Taco Bell
- Agency: Deutsch LA
FINALISTS
McDonald's
The Frork for Signature Crafted Recipes
McDonald's
Szechuan Sauce Returns
Denny's
A Fluffy Story about Pancakes
To browse winners in this category from previous years