Families having fun on posters, hand-outs and branded minibuses invited people to restaurants. TV and radio spots emphasised that this was unique to that city only. Within ten days, the city was talking, making plans and calling friends to go to a McDonald’s night. Kids were especially excited. Then the McDonald’s family night TV programme showed the realised picture of the invitation. And the following week’s topic was “Did you see us on TV at McDonald’s?”

With a budget measured in tens of thousands, we created a huge sales uplift. Average daily bill number increased by 21%, and revenue by 35%.Sales were the highest of the whole year, beating traditional holiday sales peaks, achieved and 1.6 times more bills, 2.6 times more sales than other cities.