INSITE OOH Media Platform

Innovation can be a tall task for an established brand, but McDonald’s continues to find ways to refresh its menu, introducing two new flavors with its Creamy Ranch and Fiery Mayo Chicken sandwiches. The latest rollout follows the brand’s World Cup themed OOH campaign from late last month, keeping McDonald’s a recurring presence across OOH media. 

This time, the brand placed the focus on the products themselves, putting the sandwiches at the centre of the executions while keeping the supporting copy to a minimum. Visually, this was achieved through close up, oversized food photography that highlights the individual elements of each sandwich. Placing the sandwiches front and centre not only allows the visuals to generate appetite, but also helps the executions remain legible for audiences viewing them at high speeds. The same approach was applied to the copy, with the Arabic tagline using a play on words around the idea of two strong flavors, creating a conversational tone for the otherwise straightforward message, while the names of the sandwiches are placed directly above each product to keep the messaging immediately clear. 

McDonald’s latest rollout proves that innovation does not always require reinventing the wheel, with the brand using its most recognisable asset, its food, to introduce something new. The campaign keeps the message simple enough to grab the attention of passing motorists while making the new flavors difficult to ignore.

Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.