Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
2021 GLOBAL GRAND CONTENDER
Return of the Mac(ca's)
What happens when a global pandemic comes along and knocks your business out cold for a month? Do you throw in the towel and wait for events to play out? Or, do you jump back on your feet and come out swinging? This is a story about how a global fast-food giant harnessed the spirit of Kiwi ingenuity and resourcefulness to come out of a crisis stronger than it had entered it.
Brand: McDonald's New Zealand
Client: McDonald's New Zealand
Agency: DDB Aotearoa
When Burger King launched the Impossible Whopper, we knew we were playing with fire. We had a plant-based sandwich that tastes like beef, but an audience that won't flex on taste. To flip the skeptics, we had to fool the experts with the biggest blind taste test. We switched the 100% flame-grill beef patties for 100% flame-grilled plant-based Impossible patties. With hidden cameras rolling, we waited to see if anyone would notice. They didn’t. For everyone else watching, we had a simple provocation: “Try it and don’t taste the difference.”
Brand: Burger King
Client: Restaurant Brands International
Agency: DAVID The Agency
The UK's Number 1 Chicken Shop
In 2018, KFC was the overlooked middle child in QSR. As the category fragmented, the brand had been losing market share to its cheaper competitors; we needed to win back penetration while defending a premium price.
Agency: Mother London