{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"AUDIENCE INSIGHT","is_link":false},{"keyword":"ENTRANT COMPANY","content":"LEO MALAYSIA, KUALA LUMPUR","is_link":false},{"keyword":"TITLE","content":"FANS FRIES MEAL","is_link":false},{"keyword":"BRAND","content":"MCDONALD’S MALAYSIA","is_link":false},{"keyword":"ADVERTISER","content":"GERBANG ALAF RESTAURANTS SDN BHD","is_link":false},{"keyword":"AGENCY","content":"LEO MALAYSIA, KUALA LUMPUR","is_link":false},{"keyword":"SENIOR CLIENT CREATIVE & PARTNER","content":"BARRY VICTOR","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"EMIR SHAFRI","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"SHARIM GUBBELS","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"KIM WAI KUAN\/WEICONG CHONG\/HENRIQUE LAMENHA","is_link":false},{"keyword":"ASSOCIATE CREATIVE DIRECTOR","content":"JEFF HO\/JAY LOH\/FARID AJLAN","is_link":false},{"keyword":"DIGITAL CREATIVE DIRECTOR","content":"JACKY HUSSEIN","is_link":false},{"keyword":"HEAD OF CREATIVE EXCELLENCE","content":"JASON WILLIAMS","is_link":false},{"keyword":"ART DIRECTOR","content":"VINCENT CHOY\/JEFF HO\/KIM WAI KUAN\/WEI YANG CHUA","is_link":false},{"keyword":"COPYWRITER","content":"SYED MUKMIN\/ZULKHAIRI ZAKARIA\/JAY LOH\/RAPHEL CHEONG","is_link":false},{"keyword":"LEAD CLIENT SERVICES DIRECTOR","content":"LIM XIN WEI","is_link":false},{"keyword":"CLIENT PARTNER","content":"DON MICHAEL ACELAR DE LEON","is_link":false},{"keyword":"ASSOCIATE ACCOUNT DIRECTOR","content":"DENISE TOH","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"STAEK, KUALA LUMPUR","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"McFries. Loved, swiped, fought over, sometimes even ordered on their own. This is no ordinary side, this is a fanatical fry-obsession. Fans have long hailed McFries as an icon on the global stage, but never before have McFries been the star. Until now. \r<br>\r<br>This everyday behaviour revealed a simple truth: McDonald’s fans don’t see McFries as a sidekick, they see them as the hero. Introducing the Fans Fries Meal: the world’s first-ever meal built entirely around McDonald’s iconic McFries. A twist on a familiar favourite, it upgraded McFries from sidekick to superstar. Fans had already made McFries the star in their own way, so we just gave them what they were already thinking. The existence of this meal proves that when something is this loved, you don’t make it part of the meal, you make it THE MEAL! \r<br>\r<br>Launched on International French Fry Day, the perfect moment to celebrate just how much fans love McFries. What started as a single menu item quickly transformed into a nationwide fanatical obsession. From mysterious fry-only teasers to a city-wide digital countdown at Kuala Lumpur’s busiest intersection, the campaign gave fans an unforgettable experience. With only 72 hours, fans rushed to get their hands on the Fans Fries Meal at McDonald’s nationwide. It wasn’t just Malaysians talking about it, but fans worldwide went FOMO. With this much love, maybe the Fans Fries Meal is here to stay.\r<br>\r<br>The Fans Fries Meal sold 80,000 meals, selling out in just two days. We reached our highest guest count of the year with 458,167 people and gained back 3% market share. The campaign generated RM6.4 million earned media and 35 million global attention, making fans all over the world craving for it. \r<br>","is_link":false},{"keyword":"INSIGHT","content":"McDonald’s fans don’t treat McFries as a side dish. They treat it as the hero of the meal. McFries are eaten first, fought over, stolen by friends and sometimes ordered on their own. This behaviour revealed a powerful insight: to fans, McFries aren’t a side but they’re the main reason they’re there. Yet on the menu, McFries had always remained in a supporting role, never fully reflecting the importance fans placed on them\r<br>\r<br>At the same time, McDonald’s was facing a challenging period. Ongoing geopolitical tensions in the Middle East had contributed to lapsed users. There were no major festive moments in the mid-year to rely on and drive traffic back into stores. Traditional levers like price-led promotions or new product news risked blending into the background. With fewer external hooks to lean on, we needed a reason for fans to return that came from within the brand itself.\r<br>\r<br>We realised that winning people back didn’t require introducing something unfamiliar. It required tapping into something deeply familiar and emotionally charged. If McFries were already the most loved and most talked-about item on the menu, then McFries weren’t just a product opportunity. They were a loyalty opportunity. We could reconnect with lapsed users and remind them why McDonald’s still held a special place in their hearts\r<br>","is_link":false},{"keyword":"STRATEGY","content":"We needed to give a reason for our lapsed users to visit McDonald’s again. To win them back, we knew that we had to win their hearts back by paying tribute to what they love most about McDonalds: McFries! Instead of chasing newness, we looked at what had never changed. Through every meal, every visit, every economic climate, one constant remained: fans’ love for McFries. That enduring emotional connection became our most valuable lever. The insight was clear. If McFries already felt like the main to fans, then the brand should start treating them that way too.\r<br>\r<br>The strategy centred on relevance by rooting the idea in a universal fan behaviour: McFries as the true hero of the meal. We elevated an everyday favourite rather than introducing a new product to keep the fans coming for more McFries. \r<br>\r<br>At the same time, we applied scarcity to turn that relevance into action. The strategy tapped into the FOMO behaviour and created a limited-time, once-only meal for just 3 days to drive sales. We weren’t trying to create a new behaviour, but to validate an existing one. Fans already had a deep emotional connection to McFries, so we chose to celebrate their obsession rather than explain it. The relevance of the fans’ love for McFries made them care while scarcity made them move. \r<br>","is_link":false},{"keyword":"CREATIVITY IDEA","content":"Instead of forcing McFries to stay in a supporting role, we flipped the classic line: “Would you like some fries with that?” to “Would you like some fries with your fries?”. That led to the creation of the Fans Fries Meal, the first-ever meal in the world that started with McFries and ended with McFries. A meal designed around the product fans already loved most.\r<br>\r<br>Building our scarcity and relevance strategy to life, we reignited desire by launching the Fans Fries Meal. A 72-hour, 3-day-only promotion, transforming a familiar favourite into a limited-time obsession that fans had to act on immediately. It came complete with a new XXL Fry Box to match its new upgraded status as main and designed as a physical expression of the fan’s obsession for McFries. Nationwide availability ensured zero friction at purchase and every fan in Malaysia was able to get their hands on the Fans Fries Meal. The best part? We didn’t need to persuade fans or explain the idea. We simply gave them what they had always wanted, even if they didn’t know they wanted it in the first place. \r<br>","is_link":false},{"keyword":"EXECUTION","content":"Turning fries into the hero of a meal was not as simple as putting more fries in a box. It meant rethinking how McDonald’s operates from the inside out.\r<br>\r<br>We redesigned the iconic fry box into the XXL Fry Box so it could carry main-meal status. Kitchens were re-configured and crews retrained to handle a sudden surge in fry-heavy orders without slowing service or compromising quality. Supply, preparation flow, and assembly stations were adjusted to ensure fries could move at scale, at speed. Ordering systems across in-store, Drive-Thru, McDelivery, and the McDonald’s App were optimised so the Fans Fries Meal could be ordered as seamlessly as any core menu item. This wasn’t a stunt. It was a real operational shift rolled out across all 370 McDonald’s restaurants nationwide.\r<br>\r<br>All our campaign executions were designed to reinforce McFries as the hero. Our teasers did not reveal any other main meal and left only McFries being the star of the show. We hijacked our own ads to mirror how fans mentally prioritised McFries over any other meal. And on International French Fry Day, the campaign climaxed in Bukit Bintang, where the very first McDonald’s opened its doors and dominates this iconic intersection. In the moments leading up to the reveal, McFries took centre stage and took over every major digital DOOH media. We increased the brand’s relevance by giving fans something they never knew they wanted.\r<br>","is_link":false},{"keyword":"RESULT","content":"The Fans Fries Meal exceeded both commercial and engagement objectives. Designed as a limited 72-hour launch, the Fans Fries Meal sold 80,000 meals, selling out in just two days. The campaign generated RM6.4 million earned media and 35 million global attention, making fans all over the world craving for it. \r<br>\r<br>More importantly, the campaign drove people back into McDonald’s. Guest count reached 458,167, the highest recorded in 2025, showing that fans were not just talking about the meal but actively returning to stores. The campaign also helped McDonald’s regain 3% market share, proving its impact on overall business performance, not just promotional sales.\r<br>\r<br>The Fans Fries Meal did more than just sell out fast. It showed that the love for McFries is unbeatable. Fans went on a fry frenzy when they couldn’t get their hands on it.What started as a small, limited-time launch quickly turned into a nationwide celebration with eyes on it around the world. Sometimes, listening to the fans and giving them exactly what they want can create impact beyond numbers.\r<br>","is_link":false}],"files2":[{"name":"","type":"pdf"}],"count":1}