Sample the fork! We created a sampling device as innovative as the product itself. For the first time, McDonald’s changed the color of their cutlery, and the “green fork” included a trial offer coupon right inside the overwrap. The fork became a new form of merchandising and a trial device every time it was handed out in restaurant. It was also used for nationwide, external sampling events. Additionally, the three images with the fresh fruit (“flower”, “pinwheel” and “skewer”) were used to unify the launch in point-of-sale, PR, print, packaging and out-of-home advertising.

In the end, the “green fork” created overwhelming consumer trial, unified the product launch awareness message and evolved as a symbol of fresh fruit, fresh salads and fresh new at McDonald’s during the summer of 2005.Total McDonald’s Salad Sales were up 138% with Fruit & Walnut representing an astounding 50% of that Total.Fruit & Walnut Salad Sales were 84% higher than the previous year’s new salad launch.42% of sales were to “first time customers” of Premium Salads, a key client goal.