Turning a negative into a positive
No one likes waiting for their food delivery to arrive. But McDonald's captured that moment to communicate just how desirable a McDelivery really is.
It’s common practice to peek out of your window or at your delivery app to make sure you know the second your food arrives at your front door. You try to mask your impatience and hunger-induced irritation with a curious look, or a raised eyebrow. That’s what this set of OOH from McDonald’s focuses on. The moment of anticipation before your food gets delivered. The creative has been executed really well - somehow, you don’t get the sense that these people are annoyed by how late their food is. They look like they’ve just ordered from the McApp (not the real name) and have already lunged for the window, in anticipation for something they simply cannot wait for. McDonald’s are not the first to do something like this. In 2023, Uber Eats released a campaign about the weird things people do with their saved cooking time as they wait for a food delivery in “Do Less.” But that doesn’t make it a bad campaign. Far from it. An incredibly simple insight about how consumers behave when they use the product. An incredibly simple message about the product itself.
The work
