H/L Agency - Oakland, CA
AJ Erenshey | ART DIRECTOR
Cat Hermansen | COPYWRITER
Director/Cinematographer | Austin Janavs
RADIO | SOCIAL | DIGITAL
Initial Proof of Concept
In the spirit of nostalgia, we decided to redesign McDonald’s in a colorful Y2K aesthetic to reintroduce the Snack Wrap.
Mickey D’s has familiar, dependable flavors for a good price. It takes me back to being a kid.
The Snack Wrap® is back for those of us who remember it. Who remember the crispy bite of chicken savored by a squeaky slide, or that crunchy lettuce and yummy cheese as you cranked down your windshield. For the rest of you, the Snack Wrap® is here! It’s time for everyone to make new memories with this perfect on-the-go snack. Whether you choose Spicy Chicken or Ranch, for just $2.99 each, you can take a bite to remember. Your favorite snack, back for good.
Ba da ba ba ba
Offer valid 1x. Only in the App. Reward members only.
Take a Bite Back in Time
(Re) Introducing the Snack Wrap®
Idea:
Original Radio :30
GCM – “Take a Bite Back in Time”
Create a social video and radio spot highlighting the transportive power of the Snack Wrap. Give McDonald’s a fresh redesign, with nostalgic 2000s-inspired digital assets. Make the Snack Wrap’s return unforgettable.
Create a multi-channel speculative campaign— spanning radio, social, and digital channels, to reintroduce the McDonald’s Snack Wrap menu item to old and new audiences alike.
Insight:
Radio
Fan Truth:
ANNR:
We yearn for a time passed — a time when life felt vibrant and warm. Food can be like a time machine, transporting us back to when we took that first delectable bite all those years ago… Experience that feeling again, or for the very first time. Snack Wrap is back!
Jingle:
Legal:
Social
Original Social Video
In addition to radio, we decided to create a 15 sec. social video to further depict our message of being transported back to a simpler time through a bite of the newly reintroduced McDonald’s Snack Wrap.
Snack Wrap Time Machine :15
The Snack Wrap is like a time machine back to when you first experienced it, a taste of simpler times is only a bite away.
Brief:
Influencer Outreach
Plan: Send top influencers the delicious snack to share with the Gen Z audience across social channels, creating a comeback full of viral moments and new fans.
Digital
HTML Banners
GCM – 250 x 300
Open on extreme closeup of items.
GCM – 160 x 600
HTML Banners
Items shrinks and slides to each side of the frame as the offer price slides in.
GCM – 728 x 90
The offer text pops on and everything settles into place.
GCM – 160 x 600
Static Banners
GCM – 320 x 50
Offer Card
9 x 16
GCM – 728 x 90
GCM – 250 x 300
Why this Works…
We offer a shared experience for both new and old fans, allowing them to reminisce on past memories, while creating new ones for those experiencing it for the first time. This approach builds unmatched brand loyalty, positioning the Snack Wrap as not just a treat, but a fundamental piece of a delicious tradition for all generations.
Initial :15 Social video Storyboard using Midjourney image generation.