McDonald’s is setting the pace in fast-food innovation with the installation of a ’walk-thru’ billboard for those who don’t fancy setting foot inside a restaurant when in a hurry for a McFlurry. The dual purpose outdoor advertisement brings the restaurant to consumers at the point of first contact, eliminating friction between craving the branded ice cream and holding one in your hand.
McDonald’s is providing a public service to walkers on London’s South Bank through an outdoor advertising billboard with a difference. The ’walk-thru’ design caters to those practicing social distancing by dispensing daily McFlurries directly to the passing public until the weekend.
Devised by Leo Burnett London with help from media agencies OMD and Talon, the refreshing idea segues nicely into the brands ’Fancy a McDonald’s’ campaign. Launched last month, this brings some much-needed levity to a gray world by simply showing diners laughing as they tuck into their burgers and fries.
Steven Howells, director of marketing and media at McDonald’s UK, said: “We all need moments of light-hearted release – opportunities to let go and forget the pressures and expectations of life. As McFlurry celebrates 21 years on our menu, it seems only right to surprise and delight our customers by giving some away in a truly unique way.”
Mark Elwood, executive creative director at Leo Burnett, adds: “McDonald’s has always been a generous brand and our ‘Fancy a McDonald’s?’ brand platform allows that thinking to come to life in less traditional, more unexpected ways.“
The pop-up dispensary follows the fleeting appearance of a coffee issuing billboard in Shoreditch by Jagermeister to promote its new coffee liqueur.