The McRib Returns
Challenge
The McRib's limited availability creates FOMO. Fans get excited when it returns, but are anxious they'll miss it.
Concept
Instead of just announcing the McRib's return, we positioned it as a holiday treat. Adding it to the McPick 2 for $5 deal made it an affordable gift fans could give themselves.
Making It a Gift
This holiday video ran nationally on digital out-of-home, positioning the McRib's limited return as the affordable gift fans deserved.
Stopping Traffic
Static billboards amplified the campaign with playful headlines tailored to local markets, celebrating the McRib's limited return.
Impact
The McRib's return generated buzz, bringing loyal fans back and driving strong engagement with the McPick 2 for $5 promotion.
Radio Sound Bites
Radio demands tight, punchy writing. These spots showcase my range across McDonald's offerings: coffee, soft drinks, and seasonal promotions.
Black Voices, Amplified
Concept
Instead of looking back for Black History Month, McDonald's "BlackYourStory" campaign celebrated Black excellence happening now: leaders, creators, and changemakers shaping today.
