Situation:

McDonald’s Sweden has just established it’s McDelivery service which is now expanding all over the country.

Brief:

Tell people that they now can get McDonald’s world famous burgers delivered to their doorstep.

Objectives:

Make McDonald’s an option to peoples usual food delivery of choice.

We targeted areas of Stockholm where people order the most sushi, Thai, pizza and Indian food and copied the style of local takeout flyers and made McDelivery menus in a similar format. A direct mail campaign that highlighted that McDonald's, too, is part of the local delivery options now.

The target audience was hungry urban people in Stockholm. Our approach was to create a direct mail campaign that would make people talk about McDelivery by using humor and sneakiness.

The menus were sent out to 20 300 people in September 2019.

September was the best sales month for McDelivery in Sweden since the service launched in 2018.