Fish and Chips - So British That McDonald’s Has Released it ...in France?
The accompanying competition asks consumers to use their mobile GPS
to draw the shape of a fish.
Is there anything more British than fish and chips? Well, somebody tell McDonald’s, as the brand has gone and placed it on its restaurant menus … in France.
The world’s largest fast-food chain has released what it describes as “a real hands-free kit” to allow consumers to eat their fish and chips out of a cardboard cone with a campaign promoting the “innovation” featuring a man using his phone in one hand while carrying his food in the other.
Created by TBWA\Paris, the 45-second TV ad sees the man follow GPS directions around the city as he walks across a stage, disturbing a concert, through a woman’s living room, across a skate park and upstairs to the top of a building, where we then see he has been tracing his steps to form a love heart to send to his girlfriend. He does this without spilling anything, looking smug as he watches the sunset while munching on his nomadic food.
McDo’s on the go
P’tit Fish & Chips (Little Fish & Chips) was launched mid-November as part of a new range, “Street & Dips.” A second recipe, the P’tit Chicken & Fries (Little Chicken & Fries) will also be added to the menu. The street food items are not currently available outside of France.
As part of the promotion, customers can also apply to win one of 40 pairs of McDonald’s personalized sneakers by entering a drawing that will take place on Dec. 8. Players must log onto the dedicated website and then activate the geolocation on their browser before walking around their neighborhood to draw the shape of a fish. They must then share the image on Twitter using #McDoChallenge to complete their entry.
Margaux Wanin, account manager at TBWA\Paris, explained to Adweek that street food was designed to allow people to walk and eat and that McDonald’s has released the product “to follow the rhythm of our lives and our cities.”
“In the film, we wanted to show through this romance that P’tit Fish & Chips was able to accompany our hero wherever he went,” Wanin added. “In digital, we had the idea to launch a limited-edition McDonald’s sneaker and to set up a digital challenge to win them. Because what could be more emblematic than sneakers to promote nomadism and street culture?”
https://www.youtube.com/watch?v=Vapu2ux4OCs