12 Sep 2017
UK rail first
McDonald’s launched an unexpected designer collaboration this week, unveiling luxe burger boxes designed by fashion icon Julien Macdonald.
The bespoke boxes were created to celebrate the national roll out of McDonald’s Signature Collection, its popular range of gourmet burgers which will now be available in over 900 restaurants across the UK by the end of the year following a successful trial period.
Julian brought his undeniably glamorous aesthetic to combine fashion and food’s finest to create a box that is the embodiment of pure luxury with crystal detailing and embellishment. Only 1,000 boxes have been made and they’ll be available at special McDonald’s showcase events around the UK. One special bejewelled box, hand-crafted by Julien himself, will be auctioned to raise money for the Ronald McDonald House Charities.
Red was involved in all aspects of the campaign, from enlisting Julien and working with his team throughout the process, to media outreach and content creation in the form of a stunning video featuring Julien and his creation.
We also managed a launch event at McDonald’s flagship Leicester Square restaurant where media heard from Julien and also McDonald’s Director of Food Development Duncan Cruttenden about the Signature Collection’s provenance. From next week, we’ll be touring the limited edition box at a series of regional events which customers can only attend by entering competitions secured by us in local media.
Some fantastic results have already been achieved including Glamour, The Sun and Evening Standard who all reported on this epitome of burger chic!