As part of a larger campaign highlighting this event, McDonald’s launched a series of handcrafted visuals that recall moving. The different kinds of tape that are so handy before and after a move were given a McDonald’s twist to recreate iconic menu items as a friendly nod to Quebecers on the move.

Each visual was handcrafted with real tape. To reinforce the relationship between McDonald’s and Moving Day, we used the kinds of tape that are so handy before and after a move: masking tape, electrical tape, and packing tape. We gave it a McDonald’s twist to recreate iconic menu items (Big Mac, Egg McMuffin, French fries, cheeseburger and ice cream cone).

The result was increased awareness about McDonald’s that led to a 6.43% jump in sales when compared to the previous year.

The campaign rolled out in the week leading up to the big day. Signage appeared in Montreal neighbourhoods that usually experience a high concentration of moves. The objective was to connect with Quebecers on July 1. More specifically, our aim was to ensure the brand was top of mind when it came to deciding what to eat that day. This helped reinforce the idea that McDonald’s is a great alternative to pizza on Moving Day.

In Quebec, there is a single day of the year traditionally reserved for moving: July 1, the day most leases roll over. Since Moving Day is typically associated with pizza, the challenge was to convince Quebecers that the hard work of a move could also be rewarded with McDonald’s.