Client
McDonald's
Project
Kansas City Chiefs Big Mac Sack
Credits
Creative Director / Libby Schaller
Copywriter / Andrew Bohren
Producer / Susan Neuman
Agency / Bernstein-Rein
Deliverables
Branding + Identity, Television, Merchandise, Packaging, Digital
In Kansas City, one man’s pain is another person’s meal. Because when the Chiefs get a sack, Big Macs are buy one get one free at McDonald’s. The Chiefs are known for their elite offense, so this season we turned the anticipation of a sack into a defensive rallying cry for free food and McDonald’s.
The same season I work on a campaign for my hometown team, they win their first Super Bowl in 50 years. Coincidence? Maybe so. However, the rally cry did catch on, defensive play improved, and Big Mac sales more than doubled in McDonald's restaurants the day after the Chiefs won the AFC Championship.
