McPlant
Client: McDonald's
Challenge: Convince Australians to try the new McPlant burger
Problem: McDonalds are late adopters to meat-free meals, meaning consumers don’t consider them as a viable option to try meat-free burgers
TA: Australians seeking meat-free food options
SMP: Burger without the guilt
The insight for this ad came from my own personal experience. I know many vegetarians who, when eating with them at McDonald's, begrudgingly sandwich a small fries between a patty-less cheese burger. All the while looking on at my burger with envy. The McPlant finally offers a real, guilt free, option to our vegetarian friends.