McDonald’s launches new ‘Surprize Fries’ campaign

McDonald’s is offering a feel-good experience for customers with their new campaign ‘Surprize Fries’.

The ‘Surprize Fries’ campaign is giving customers the opportunity to win prizes such as free food, merchandise, gift cards, and cash with every purchase of their iconic fries.

Dubbed the ‘unsung hero’ of every McDonald’s meal, the golden arches are encouraging customers to ‘fry’ their luck. Each order of fries will come with a peel, which either reveals an instant prize, or a code that can be scanned with the McDonald’s app for playful gamified reveals.

The campaign is McDonald’s second biggest promotion in the region and follows the success of its popular Monopoly game. Surprize Fries will run across Australia and New Zealand until April 14th.

“From Wednesday, customers can unlock the magic of the Golden Arches and enjoy even more feel-good moments with Surprize Fries,” says Tobi Fukushima, Marketing Manager for McDonald’s Australia.

“With value being so important to our customers right now, Surprize Fries is another way we are delivering on our value means more at Macca’s promise with millions of prizes up for grabs.

McDonald’s created the campaign in partnership with agencies, including tms – the global technology, marketing and sourcing agency which designed the creative concept and handles digital services such as prize distribution and the back-end experience.

Other partner agencies include Akcelo, which created the front-end digital experience in the app; DDB handles creative communications; and Creata, are behind the prize pool and ticket printing. Digitas is the CRM agency in Australia, while Track manages CRM for New Zealand, and Mango is the PR agency. OMD handles media planning and buying.

“We are thrilled to launch McDonald’s new regional promotion. Surprize Fries is powered by a seamless digital experience, which makes the excitement of winning more delightful than ever for McDonald’s customers,” says Stuart Nyman, Digital Client Engagement Lead at tms.

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