Fans Fries Meal
8. Brand Experience & Activation Kancils [8.8 Best small-scale brand experience & activation campaign]
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Links:
Product/Service:
F&B
Client:
Gerbang Alaf Restaurants Sdn. Bhd
Brief:
McFries have long been hailed as an icon on the global fast-food stage — famously golden, crisp, and irresistibly addictive. In Malaysia, it isn't simply just a side but an obsession. Fans dig through the bag for that last fry, swipe them off their friends’ trays, and sometimes drop by McDonald’s just for the golden beauties. It’s all part of our local fry-loving culture.
Yet, for decades, fries remained by default the side dish — an unwavering companion to the main. We decided it was time to honour the fans' unwavering obsession for our fries in ways that have never been done in McDonald’s history. There was no better time to celebrate McFries than on International French Fry Day — a special occasion made for the world’s biggest fry fans.
Solution:
International French Fry Day gave us just a small window to turn a simple side into a nationwide celebration. So we introduced the Fans Fries Meal — McDonald’s first-ever meal dedicated entirely to fries, made specially for fans who believe there’s no such thing as too many fries.
Launching on International French Fry Day amplified our ownership of the conversation and tapped into a global moment of fry-focused excitement. For 72 hours, fans could relish in McFries like never before. The excitement didn’t just stop at home; it caught the world’s attention, making McDonald’s fans everywhere crave their own taste of the golden fries moment.
In just the first two days, all 80,000 Fans Fries Meals sold out — earning RM6.4 million in media value and over 35 million global impressions. Proof that even within a short duration, a humble fries meal can spark a moment the world remembers.
