Structural Graphics, Conde Nast Promote McDonald's Menu Items
ESSEX, Conn. -- Marketers promoting product launches often turn to dimensionals to add extra punch to their debuts and help make them memorable. When McDonald's introduces its new Fruit Buzz menu items in May, seven publications will be carrying Structural Graphics' surprising Exploding Map insert, a stylish dimensional ad for McDonald's with two, dollar-off Fruit Buzz coupons. The initiative supports a national campaign, which includes flat print, broadcast and television.
Structural Graphics provided a comprehensive approach for the complex project, working closely with publisher Conde´Nast's Advanced Magazines Group in recommending the dimensional format and helping structure the media plan for McDonald's lead agency DDBChicago. The multiple-title advertising buy consists of Vogue, Self, Vanity Fair, Bon Appetit, Lucky and non-compete Time Inc. titles People Espanol and Essence. Structural Graphics then teamed with DDB on the design and execution of the project.
"This is a 7 million-piece promotion targeting females 18-34 who eat on the go and are seeking a healthy alternative to standard quick-service restaurant eating," says Heather Barrett, Structural Graphics director of sales, New York. "It57's a new consumer target for McDonald's. The Exploding Map format makes a splash and does more than simply deliver the coupons, it actually presents them to the reader."
Page one of the hot pink and lime green insert features an illustration of a young woman looking at clothes on a sales rack. "What's a Fruit Buzz? It57's that feeling you get when everything is 60 percent off," reads the headline. At the bottom of the page another chic young woman is sitting in a chair with her little dog. "It makes me feel better than knowing my ex-boyfriend is still single," she says.
Turning the page triggers the exploding map device, which magically increases the page size and reveals two coupons at the upper right and left corners. Against an extreme close up photo of a tempting fruit salad, the copy reads, "I don't know who loves this salad more...me? or my fork?" "Get a Fruit Buzz," reads the tag line.