McDonald's has launched a new campaign highlighting the four new products it has launched as part of this summer’s limited time offer, called ‘Spice Fest’.
The campaign has been conceived and created by Leo Burnett.
The TVC features three international chefs making delectable dishes using fresh ingredients in such a way that the entire video manages to score on the appealing factor.
Commenting on the new campaign, Rameet Arora, senior director marketing, McDonald's India (West & South), said, "We have come up with a campaign that embodies the fun, freshness and festivities of Spice Fest to extend our I’m Lovin It’ experience to our customers. We have tried to communicate the varieties of ‘SPICE’ in a fun way, whilst showcasing our ‘freshness’ & ‘quality ‘products, which is something we are very proud of at McDonald’! We at McDonald’s aim to be our customer’s first choice and we are taking brand McDonald’s to the next level by providing our customers with products and campaigns that are new fresh and innovative.”
On the idea behind the TVC, Vikram Pandey, creative director, Leo Burnett, said, “The idea was to create a food film that’s as spicy as these products. So we decided to shoot the process of making these products in a true Hollywood action flick style. The regular cutting, chopping, baking and frying has been made interesting by shooting it in the most unusual angles and putting these shots together in a fast pace, dramatic manner with great SFXs and music. Hope it leaves people salivating and spice fest is a blockbuster hit."
The campaign will run across the country on a variety of media including television (during IPL), radio, social media and OOH from 1 April to 1 June 2012.
Agency: Leo Burnett
Chief creative officer: K V Sridhar
Executive creative director: Nitesh Tiwari
Creative director: Vikram Pandey
Art dirctors: Brijesh Parmar, Prasad Patil, Amit Thakur
Account planning team: Nitin Sharma, Vanita D’mello, Pradeep Mistry
Films department: Kevin Affonso, Manoj Pillai
Director: Nick Sawyer
Production house: Joshua Tree Films
Media agency: Madison