McDonald’s dishes out ‘surprize’ in newest marketing ploy

McDonald’s is putting the glory of a pleasant surprise centre stage in its latest marketing push, giving customers the chance to win free prizes when they buy fries.

The ‘Surprize Fries’ marketing drive from Tms is backed by a 30-second and 60-second spot.

The marketing move sees the fast food restaurant unleashing a raft of surprises, each of which invites customers to  “Peel your fries to get a surprize”.

Each order comes with a peel that either reveals an instant prize or a code that can be scanned via the McDonald’s app.

The concept was developed by Tms as part of the agency’s ‘delicious wins’ framework developed for McDonald’s.

Launching on 29 May, the campaign will run for five weeks until 2 July. It follows Tms’ previous prize-focused ‘Winning Sips’ campaign for the franchise in the UK.

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Tms international marketing strategy lead John Viccars said: “McDonald’s fries are the iconic menu item that delivers surprisingly dependable feel-good at a time when customers are looking for feel-good they can rely on.”

He added: “By celebrating the joy in every fry with ‘Surprize Fries’, we are building brand love and motivating customers to go to McDonald’s”.

“Everyone needs a little joy in their lives right now, and everyone loves our iconic fries – so what could be better than our new Surprize Fries campaign?,” said McDonald’s marketing manager, app and rewards Stephanie Pullen.

“Now, as well as the joy of finding those surprise fries at the bottom of the bag, when you buy medium or large fries, you’ve got a chance to instantly win extra joy with prizes including free items from our delicious menu, cash, merch, or even vouchers for summer festival tickets and MyMcDonald’s rewards in the app. It’s the feel-good hit of the summer!” she added.

AgenciesBrandsCreative and CampaignsNews

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