McDonald's

McDonald’s wins Friday nights. With fries.

CHALLENGE

Friday Night Football is huge. And after the Friday night lights go dark, students and families gather over food to catch up, hang out, and talk football. However, in local Texas markets, one QSR brand was dominating the post-game: Whataburger.

SOLUTION

We know Whataburger just can’t compete on fries. So, we positioned McDonald’s iconic, crispy, golden, fries as the perfect sharable moment between family and friends. Across local markets, the messaging resonated with young and old alike, and connected with a vital, growing demographic: Hispanic youth culture.

RESULTS

By making a connection with local football fans, we scored over 83 million new app downloads, a 22% increase in guest count, and a 10% increase in average check size.