Morning Experience

In 2015, McDonald’s introduced All-Day Breakfast, and it was an immediate success. But there was a problem. All-Day Breakfast was taking a bite out of morning sales. McDonald’s wanted to get those guest counts up by reminding people that McDonald’s was still a great early-morning option. In a market over saturated with food billboards, we needed to do something big. So we brought our message to life with a disruptive experiential activation. The goal was to literally make McDonald’s a part of everyone’s morning routine.