When McDonald’s first launched its delivery service, it didn’t cover nearly as many locations as it does now. Unfortunately, some potential customers avoided using the service because they still believed the delivery network was as limited as it was when it first began. The challenge was to showcase the strong delivery network and how close the nearest delivery centre is to one’s home/office. And differentiate McDonald’s from its competitors. Instead of doing the obvious thing of showing the reach or the speed of McDonald’s delivery, we wanted to show what a strong delivery network meant for McDonald’s customers.

The one thing that people are so used to seeing on UAE’s roads are the iconic McDelivery bikes cruising and wiggling ahead, be it highways or traffic jams. The back shot of the box on a bike driven by a McDelivery biker is something that everyone recognizes across the UAE. So, to demonstrate McDonald’s philosophy of treating every order as an individual delivery for each customer, we created graphic posters that used the boxes behind the bikes as the medium. Each box was designed into an iconic and recognizable food item from the McDonald’s menu; a visual depiction of an individual order getting its own exclusive trip.

We placed these posters in and around McDonald’s outlets and Drive-thrus, so that customers visiting our outlets have many more reasons and occasions to order for McDonald’s, and say “I’m lovin’ it”.