During the 2nd worst recession in U.S. history, McDonald's experienced a significant drop in lunchtime business. Employees were eating at their desks or skipping lunch altogether — timid about leaving the office. The climate was ripe for a rally cry encouraging people to take back their lunch. Effies, Kinsale Shark
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After the campaign launched, McDonald's saw a 11% spike in lunchtime visits nationwide and an overall 4% jump in purchases made throughout the day. Proving that pointing out unfair treatment, however tongue-in-cheek, can go a long way toward evoking a movement.

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