Our business objectives behind the campaign were to hit a 3% year-on-year sales growth by catching out-and-about adults and getting them in store to try the limited edition BBQ Summer Menu at McDonald's. Our communications goal was to set up the arrival of this new BBQ Menu, giving it a clear and tight identity by inextricably linking the food to BBQ’s when they are at the forefront of consumer's minds, (i.e. during the onset of summer). Ultimately, the big idea was to show that the McDonald’s Summer BBQ Menu is here, and that BBQs are no longer needed!