In the Philippines, food delivery communication is all about delivery number recall and guaranteed delivery time. McDonald’s McDelivery wanted to rise above the clutter. It recognized that urban Philippine society is increasingly adapting to a fast-paced, technologically driven lifestyle. So McDelivery launched a mobile app that enabled consumers to order their McDonald’s favorites with a few clicks. While the app is a first, McDonald’s realizes that a technology pioneering story may be irrelevant to consumers. The brief highlighted the proposition that McDelivery, in a time-strapped society, allows you to enjoy precious moments uninterrupted. We then unearthed the fact that in an economy that’s driven by Overseas Filipino Workers (OFWs), 50% of OFWs are women and mothers. Which leaves a lot of fathers caring for their children at home. Househusbands, as they’re called. The TVC depicted a Filipino househusband bonding with his two young daughters through fairytale play-acting, complete with costumes, that goes well into mealtime. A McDelivery ensures that father doesn’t have to break the bonding with meal preparation.

With the release of its new and pioneering McDelivery app, McDonald’s Philippines wanted to rise above the multitude of fastfood restaurants offering delivery services. It realized however that a technology-first message may be irrelevant to the consumer. So it sought to be more consumer-relevant by offering McDelivery as allowing the consumer to enjoy precious moments uninterrupted.

McDonald’s has always positioned itself as the purveyor of simple, easy enjoyment for the Filipino family. While it upholds traditional Filipino values, it also recognizes societal dynamics influenced by current realities. Such as Filipino husbands now becoming househusbands as their wives leave for overseas employment.

As househusbands take on the role of both father and mother, they are naturally strapped for time. They juggle doing household chores and caring for the children. McDonald’s offers a simple, easy solution with its McDelivery app that, as in this campaign, allows a father to spend more time bonding with his daughters. A father who will go to any lengths to please his daughters.

McDelivery sales spiked by 9% during the campaign period. App downloads also increased by 95%. And the positive trend continues as the TVC lives on in McDonald’s digital space. Consumers were visibly engaged by the video. The TVC was the most-watched ad on McDonald’s social page, accounting for over 80% of the views. It generated 22,395 total online conversations, 16,488 total shares and 9,561,202 total impressions. It is important to note that much of the reactions were coming from family members of OFWs who affirmed their househusbands and fathers. The males themselves spoke proudly of their status as they professed their continuing love for their children and their wives stationed in foreign lands.

The ad has also garnered recognition from advertising shows and media, even becoming Ad Age’s Creativity Ad of the Day.