McDonald’s Puts New Faces on Packaging
McDonald’s this week will unveil new packaging featuring the faces and passions of everyday people who were selected as part of a global promotion last year.
McDonald’s Chief Marketing Officer Mary Dillon and three of the 24 stars from the Global Casting Call effort will reveal the new cup and bag packaging Thursday at McDonald’s flagship restaurant in Chicago.
The new packaging will roll out in North America this month and will be seen by more than 52 million people per day, McDonald’s said.
Winners were selected from about 13,000 entries from across the globe. Participants sent in stories of 100 words or less describing what they love most about life, plus a digital photo that captured their story, to (PROMO Xtra, April 4, 2006).
McDonald’s initially selected 25 people to feature on its packaging. Participants flew to London with a guest for a celebrity-style photo shoot.
One star, Sam DeCrispino of Parkton, MD, voluntarily dropped out of from the promotion. DeCrispino, who was selected for his essay about playing lacrosse with his teenaged son, told McDonald’s he didn’t want to fly to London for the photo shoot. At the time, London authorities uncovered a terrorist plot targeting U.S.-bound passenger jets using liquid explosives, and arrested 24 people.
More than 100 McDonald’s markets participated in the campaign; some 615 submissions came from McDonald’s employees themselves. The company reported more than 13 million visits to the micro site and 1.2 million page views.
The Marketing Store, Chicago, and The Boxer Agency, Birmingham, England, handled the campaign.
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