A marketing campaign designed by a Maltese advertising agency has gone viral on the internet, picking up applause for its creativity from some of the world’s major online newspapers and blogs.
The campaign, which highlighted the quality of McDonald’s food products, was created by TBWA\ANG of Gżira and was launched in April.
The campaign, called ‘100% Real 2014’ centred around a traditional Maltese vegetable hawker’s truck dressed in the McDonald’s livery, which went round the island’s major open air markets, displaying the high-quality vegetables used by McDonald’s in their products – mostly potatoes, tomatoes, lettuce and onions.
McDonald’s representatives were at hand to distribute leaflets and explain how and why McDonald’s guarantee the quality of their food products. First to be impressed by the creativity of the campaign was a French magazine called Creapills, which specialises in publishing outstanding marketing and advertising campaigns from around the world.
Then The Huffington Post, a US online newspaper with 25 million readers, stepped in with a major story, saying the Mediterranean island nation of Malta was one of the McDonald’s Corp’s smallest markets.
“Its franchisee operates 10 stores for a population that comes up to less than half a million on an island only 122 square miles small. But that small size made it a perfect place for McDonald’s and its agency TBWA\ANG to mount one of the most creative initiatives in the chain’s product-quality campaign,” it wrote.
The campaign went viral and also featured on blogs in Italy France and across the US.
“We are chuffed to see our effort recognised internationally. It’s quite an achievement,” said Ivan Filletti, CEO at TBWA\ANG.
“We work very hard to ensure the consistent quality of our food and are very satisfied with the feedback we received both internationally and locally from our customers who saw our campaign,” said Laura Jasenaite, group marketing director at Premier Capital, which operates the McDonalds’restaurants in Malta, Greece and the Baltics.