Heye & Partner, Munich (GERMANY)
|McDonald's, "The Gourmet Experiment"||27-02766-PIE|
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
Idea: Amir Kassaei
Account Director: Thomas Diekmann, Peter Johannes, Sarah Lüth
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.
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.
Delighted guests and the media discovered a universal truth: Good food needs good quality. McDonald's quality.