Context: Burger culture is changing. For the better. Better taste. Better quality. Burgers are popping up everywhere. Premium burgers are here to stay.

Client: McDonald's may rule the burger world in size and speed, but the chain's food quality is rarely talked about in a positive way. People don't know the high standards McDonald's sets. For instance, McDonald's Sweden collaborates with 1000 Swedish farmers regarding e.g. vegetables/milk/beef, and in some cases sets higher demands on international farms than the Swedish Government.

In 2015, McDonald's started serving gourmet burgers, and faced a tough challenge: Make the new premium offer credible.

BRIEF

-Launch new gourmet burger Maestro Classic on Swedish market.

-Communicate McDonald's food quality - "good food fast", not just "fast food".

OBJECTIVES

-Reach: Swedish media/blog positve coverage in local/foodie segments about Maestro Classic, McDonald's food quality and launch activity.

-Engagement: 100 table bookings. (See explanation below).

IMPLEMENTATION

1. Secure franchise restaurants to offer tables.

2. Collaborate exclusively with Bookatable, Europe's largest/most premium online reservation service. Create customized interface on their website. Put McDonald's on list of gourmet restaurants.

3. Create simple restaurant assets: Reservation sign, menu, table cover, restaurant staff instructions/manuscripts. Create/activate PR-assets: Invitations, press releases (Swedish/English), press/social media images, news letters, press room material. Hashtag: #bordpådonken

4. Serve two-course meal to guests – Maestro Classic with potato dippers/beverage, and dessert with coffee/tea. Surprise! The dinner is on the house.

TIMELINE

-Campaign live two weeks – Sept. 14th-Oct. 2nd 2015

-Tastemakers invited a week before bookings opened. PR-material/social media activated on booking opening day.

-Realtime management in media/social media throughout campaign period.

PLACEMENT

Activation via:

-Bookatable cwebsite (customized/exclusive digital interface), newsletter and social media.

-McDonald's social media/press room/website.

-Invitations/tip-off mails

-Restaurants

SCALE

31 restaurants in 27 cities offered table bookings. 2-8 seats available/evening.