It has been hugely rewarding for The Marketing Store to share our skills and collaborate more closely with our colleagues at The Marketing Store Chicago and We Are Unlimited. By becoming a more global creative and client service team, we have grown our expertise and helped launch the first campaign coming out of We Are Unlimited, McDonald’s new agency in the USA. Building on our UK experience, we know that great food photography has a unique ability to instantly create desire to purchase. It can instantly dial up taste expectation and an urgent need for instant gratification that no other genre of photography does as well.
With 40% of US millennials having never tried the Big Mac, this was the opportunity for our food photography to create and instill that sense of desire, and make a difference. Our brief was simple: to give Big Mac its swagger back and cause younger generations to re-engage with this iconic product.
Swagger equals confidence. So to bring this attitude to life we used a photographic treatment that empowered the product to be itself. We let the food do all the talking. Less was more.
The Marketing Store’s team captured this confident spirit on set by allowing the Big Mac, Grand Mac and Mac Jr to be presented informally and spontaneously with loose, freshly prepared builds. Being this honest and authentic with our photography presentation has created a set of iconic and appetising images that are creating relevance and a desire to purchase among younger consumers.
It was a gutsy thing to do, but it’s the world’s most famous sandwich and if we wanted to give it its swagger back we had to be as confident as the Big Mac. Shooting with a new attitude gave the Big Mac a new edge.
To complement our photography, the overall campaign visual identity, created by The Marketing Store, was created with the same swagger and less-is-more attitude. Clean yet bold typography styling with simple impact graphics resulted in a visual edge that speaks a younger profile.
This approach has delivered integrated campaign recognition, and enabled seamless visual storytelling throughout the entire customer journey.
Right now our food photography, cinematography and overall visual identity are being used across the USA on TV, print, social, digital, retail and more. You’ll see it everywhere, including as a pre-kick-off Super Bowl spot, at the Oscars and Grammys, the NBA All-Star game, and other high-profile events.
People eat with their eyes and through the power of great food photography we’re going to reignite consumers’ desire for a Big Mac. Now, there must be a Big Mac for that.