Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
did somebody say McDonald's?
In the summer of 1997, DDB Needham was hired by McDonald's to rebuild and re-energize its brand image and reverse an alarming decrease in sales. By capitalizing on consumers' latent reservoir of good will for McDonald's, the "did somebody say McDonald's?" campaign has turned the McDonald's business around.
Client: McDonald's Corporation
Agency: DDB Chicago
New French Fries Introduction
Traditionally, Burger King fries have ranked a distant third in the FFHR category to both the industry's gold standard: McDonald's, and to Wendy's. After spending three years, developing superior-tasting French fries, which beat McDonald's fries in a nationwide blind taste test, Burger King launched its new fries with the objective of eroding the consumer's long-time love affair with McDonald's fries. Using an integrated marketing program that was linked thematically by "spoke-spud", Mr. Potato Head, Burger King successfully met and exceeded its marketing goals. Most importantly, Burger King moved to second place as the chain serving the "best French fries' and even switched millions of consumers over to its new fries by stealing sales from the category's fry leader, McDonald's.
Brand: BURGER KING
Client: Burger King Corporation
Agency: Ammirati Puris Lintas
Boston Market, whose traditional franchise was dinner, needed a dramatic effort to build their lunch daypart against the fast-food giants. Our whimsical "Eat Something!" campaign blasted the pretentiousness that the target audience railed against, and significantly boosted daily per-store sandwich sales in the process.
Brand: Boston Market
Client: Boston Chicken, Inc.
Agency: Suissa Miller Advertising