The McLobster is a bit of a tradition in some parts of Atlantic Canada: It comes around every year. But interest had waned, and our challenge was to invigorate the product.
Since the McLobster’s core benefit hadn’t changed (100% fresh local lobster) the only way to do so was with the messaging itself. We had to advertise the McLobster in an innovative way.
Our solution included a poster that used the lobster traps themselves, a symbol of fresh lobster and of Atlantic Canada in general, to create the unmistakable shape of McDonald’s golden arches. “Fresh Lobster” signs were also placed outside of McDonald’s and reinforced the fresh, local nature of the McLobster in an innovative way that connected with our audience.
The results? Numerous locations sold out of the McLobster in record time, and some the fresh lobster signs were even stolen – the ultimate compliment from the hardcore McLobster fan!
The McLobster campaign was commended at the 2010 Ice Awards, winning Gold in Print Single, Gold in Out of Home Single, as well as receiving a merit for Radio Single.
