2012 Results

CAT 27 - Branded Entertainment (PIE)


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

Short explanation

The Challenge:

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.

The Idea:

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.
Entrance for invited guests was via QR-code match only.

The Meal:

Chef Bernd Arold prepared a delicious 4-course-gourmet-meal, all of it made from McDonald's products, freshly bought around the corner.

The Result:

Delighted guests and the media discovered a universal truth: Good food needs good quality. McDonald's quality.