Client:
McDonald's India (HardCastle)
McDonald's India (HardCastle)
What we delivered:
Nomenclature for Rice Bowls,
Campaign Idea, Logo and Packaging Designs, Print & Outdoor Materials,
In-store collaterals, TVC.
Nomenclature for Rice Bowls,
Campaign Idea, Logo and Packaging Designs, Print & Outdoor Materials,
In-store collaterals, TVC.
Agency: MerryMen
Role: Design Consultant
Our primary objective was to bridge the gap between McDonald's perception as primarily a burger brand and India's love for hearty rice-based meals.
By introducing the Rice Menu, we aimed to resonate with the "Super Hungry Generation" and position McDonald's as a destination for complete dining experiences.
By introducing the Rice Menu, we aimed to resonate with the "Super Hungry Generation" and position McDonald's as a destination for complete dining experiences.
Super Hungry?
The rather simple question needed a complex and well thought-through strategy. We convinced McDonald’s that the right approach was to create a strong positioning for the offering and go beyond the rational benefit of a rice meal. Based on a strong insight, the film encouraged young achievers to not disregard their massive lunchtime hunger pangs while chasing their large appetite for success. We coined an English+Tamil term ‘Super Passi’, which means Badi Bhookh, to create a connect with the audiences in our first test market - Chennai.
Visually cutting the bowl in half
We aimed to match the allure of McDonald's burgers with our Rice Bowl campaign. We visually halved the bowl, showing the layers of veggies and gravy on top of the rice. This not only showcased the portion size but also echoed the satisfying experience of enjoying a McDonald's burger.
Adapting Visuals bean by bean
We meticulously adapted every key visual to fit various sizes of point-of-purchase displays and communication touch-points. This involved adjusting the placement of ingredients to ensure they were spread out evenly, maintaining consistency across different platforms.
What you see outside is what you get inside!
In harmony with the vibrant visual campaign, the packaging design for McDonald's Rice Fiesta bursts with color and flavour. 2D graphical representations of the veggies dance across the packaging, each crafted to represent the ingredients listed on the label. The challenge of color coding the variants is ingeniously met; red symbolizes the hearty beans and gravy, while yellow embodies the freshness of veggies and cheese, seamlessly integrated with McDonald's iconic brand colors.
How hungry are you?
Through vibrant visuals and engaging copywriting, every element of the marketing collateral was designed to evoke the spirit of "Super Hungry," inviting customers to indulge in a culinary journey like no other.
A meal to be happy about!
Through strategic planning, creative execution, and seamless collaboration, we played a crucial role in McDonald's India's successful launch of the Rice Menu. Each task accomplished contributed to reshaping perceptions, driving engagement, and ultimately fulfilling the appetite of Indian consumers for wholesome and satisfying meals.
