Delivery advertising is usually associated with the home, the sofa and domestic consumption. But more than 30% of lunches take place in the work environment. Regarding this everyday reality, and little explored by food delivery brands, McDonald’s has launched “Office Delivery”, a campaign designed by TBWAParis that transforms the office photocopier into the creative axis of the action.
Scanned files have been mailed to more than 235,000 workers
The idea was to place McDonald’s menu products directly on the glass of a scanner to generate images with the characteristic aesthetics of digitized office documents. Thus, hamburgers, fries or drinks appear converted into scanned files that have subsequently been sent by email to more than 235,000 workers.
The campaign uses the visual codes of the corporate environment – documents, printouts, emails or files opened between meetings – to integrate naturally into the work routine and communicate McDonald’s delivery service in offices. The result is minimalist, almost improvised creativity, which renounces large productions to rely on the contextuality of the format.
With “Office Delivery”, McDonald’s seeks to remember that consumption at work is also part of the territory of delivery. The brand thus transfers its proposal directly to the moment and space where the need occurs, also using everyday tools from the professional environment itself to construct the message.
The campaign has been conceived as a light and fast execution, developed with a reduced budget and supported mainly by sending emails. “Sometimes, a good idea doesn’t need big productions”point out from TBWAParis when presenting the initiative. “Sometimes all you have to do is press the right button.”
In this sense, the agency defines “Office Delivery” as a campaign created from the codes of office work itself. The intention was to communicate a service, but to do so using tools and formats that professionals instantly recognize in their daily lives.
