Problem
McDonald’s were launching a completely new product: an ultra premium burger that would change the perception of a fast food burger. The ‘first moment of truth’ test for the Grand Angus burger would be critical, so we were asked to create the packaging.
Solution
We wanted customers to connect with the premium product from the moment they saw it. The first thing they would see would be the packaging. It had to be -as the advertising said ― a little bit fancy. So, instead of a conventional square clam shell, we created one with a unique shape not seen before, it holds the product perfectly and teases the consumer of the delight that sits inside. We added matt and spot varnishes to give the graphics added eye appeal.
Outcome
Customers loved it. McDonald’s launch of the Grand Angus changed the premium burger market forever, and the packaging helped achieve it.
