Out of home was the best way to bring McDonald’s product quality to life.

Unlike TV or radio, we could spark consumers’ curiosity and get them to start investigating and discovering the truth about McDonald’s real, quality ingredients by building fresh, surprising creative. We placed a highly unusual spectacle in a high traffic area across the street from Wrigley field.The world famous Egg McMuffin is cooked fresh in McDonald’s restaurants every morning using fresh-cracked USDA, Grade A eggs. During the breakfast daypart, a giant egg cracked open outside of a McDonald’s restaurant to reveal that Egg McMuffin sandwiches are made with fresh cracked eggs. The egg then closed keeping customers curious throughout the day and mimicking the eggs cracked fresh every morning in McDonald’s restaurants across the United States.

This inventive media execution was successful on two fronts. It drove late night traffic and increased sales during breakfast the next morning. During the promotional period, late night sales increased 13%. In addition, there was a 5% increase in McMuffin sales vs. the previous year, equivalent to nearly 150,000 sandwiches.