The inconvenience of the takeaway is a common experience that everybody knows. Takeaway is always a mess. So the agency came up with the idea to help McDonald’s refresh the takeaway experience, and turn it into a positive brand experience.

The Idea was the media execution itself: the BagTray. A simple and clever invention, which is a red paper tray attached to the bottom of the bag. The bag part can be removed with one simple movement and you can have the food on a tray. So people can enjoy the convenience of a McDonald’s tray even if they have their burger in the car, in a park or in the office.

After a successful prototyping phase, Bagtray is ready to role out system-wide.

We already received an overwhelming amount of positive consumer feedback on social media (This is real: "Just because of this idea I would eat more McDonald’s”) and highly influential mediums like Fast Company, Desigtaxi, Time magazine and many more celebrated Bagtray as one of the most revolutionary ideas in the fast food category.

People showed really high interest in Bagtray, combined viewership of youtube + vimeo was around 1 million in one week. So all in all Bagtray is not just a great idea that can influence the brand-consumer relationship but had a very positive impact on the McDonald's corporate brand image as well.