To launch their breakfast chicken sandwiches, McDonald’s wanted a straightforward, hard-sell campaign. I saw an opportunity to push the brand.
The rationale? Customers were actually demanding these sandwiches. So, they shouldn’t need much of a sales pitch. Really, just announcing that they’ve arrived is “enough said.”
When the campaign is “enough said”, the headlines can say nothing.
The “keyboard smash” headline was a proud moment in my writing career:
Lastly, a press release. Naturally, it was blank.
