Fans Fries Meal
7. Commerce Kancils [7.7 Best commerce-led integrated 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 recognised how fiercely fans adore McFries, yet realized there was no official channel to indulge that love as a full-on meal experience.
Inspired by consumer behavior, the unstoppable craving for that perfect salty crunch — we saw an untapped opportunity to give fans what they’d always wanted: MORE FRIES!
Solution:
For the first time ever in the world, we created the 'Fans Fries Meal' — a meal that started with fries and ended with fries. Our strategy hinged on 3 key pillars.
Cultural Timing: Launching on International French Fry Day amplified our ownership of the conversation & tapped into a global moment of fry-focused excitement.
Location Dominance: The Golden Triangle — Kuala Lumpur’s bustling heart became an immersive stage, visually reinforced by large-scale digital out-of-home billboards turning “golden” in unison.
Integrated Engagement: We harnessed social media, paid ads, ground-level activations and even hijacking our own ads to ensure the message reached every corner.
This approach resulted in 80,000 meals sold and selling out in just 2 days. RM6.4 Million earned media and 35 Million global impressions, making fans all over the world craving for it.
