We created a different kind of gift wrap designed as McDonald's classic cheeseburger wrapping. The gift wrap was also redeemable into a free Cheeseburger after Christmas, which guaranteed any gift to be a great one.

So, one simple gift wrap actually had more people visit McDonald's at two different occasions (one time before Christmas to wrap gifts and then again after Christmas to redeem the gift wrap), as well as relieving some of that Christmas stress.

We launched The Cheeseburger Gift Wrap by arranging a small gift-wrapping event in a shopping mall in Gothenburg, Sweden, by the McDonald's restaurant entrance, where we offered to freely wrap people's gifts with The Cheeseburger Gift Wrap.

Without any budget to talk about, we managed to get the mall-visitors attention and eventually a long line took form outside the McDonald's restaurant. In just a few hours, 700 sheets of the gift wrap had been distributed. The restaurants guest count increased by 13,6% and sales by 27% compared to last year's Christmas period.