McDonald’s is putting a lot less ‘me’ and a little more ‘we’ into its iconic tray with the help of TBWA\Belgium.
Throwing practicality to the wayside, and celebrating the fact that eating inside is a little safer again, McDonald’s Belgium teamed up with the creative agency to create a 10-foot long tray designed for communal dining.
Appropriately named ‘the very very very very... very long tray’, it gives those longing for a Big Mac after the dark days of lockdown the perfect excuse for a fast-food get-together.
The fun stunt was pulled off by TBWA/Belgium as a means of illustrating the lengths the burger chain will go to satisfy its customers, even if the logistics of navigating to your table without spilling your drink make any broader roll-out beyond the most gymnastically-inclined diners unlikely.
Speaking to Muse by Clio, the agency explained: “The tray has always been an object meant to be used individually. The summer of 2021 was the ideal opportunity to give this iconic object a new, more social twist.”
To coincide with the hilarious minute-long video, McDonald’s has also released photography to showcase the mammoth piece of tableware in recognizable bright yellow and green hues.
The chain has been on a mission to encourage diners back through its doors through a range of stunts, from a minimalist-inspired cooler bag to a ‘walk-thru’ billboard and a saucy partnership with Saweetie.