Frequent Fryer

World Famous Fries? Check. Ridiculous pun? Check. Inventing new flavours of fries only available in Canada? Check!

Frequent Fryer is a program celebrating all things McD's fries, Gen Z, and travel. 2024 was the second year the program ran and this time around it was big. We launched a Canada-wide scavenger hunt as well as 4 new flavours of McShaker Fries (called Shake Shake Fries in Asia) that I can proudly say I helped create. Or rather, I gave them the list and then actual food scientists made them. In the end, we blew away our KPIs by over 186%. There's a lot to unpack here, we made over 600 unique assets and had to cover many different business objectives.

Meet McShaker Fries

We launched McShaker Fries, a first in Canada, with 4 flavours inspired from places around the world. First the first three weeks, fans could check out Churros and Masala. Then for the final two we served up Ramen and Tzatziki (they were all pretty tasty and frighteningly accurate). This launch was supported by TV, OLV, OOH, social, banners etc. 

Canada-wide scavenger hunt

We hid frycons across Canada with codes that fans could enter into their app for a chance to win prizes. These little things were everywhere, like social posts, murals, on a party bus at a John Summit concert, living as an installation at the Pearson Airport, projections on walls in major cities across the country, on buses, and even hidden little pop up ads in your uber app. It became so popular that we actually had a subreddit with over 1700 fans playing together to try and find them all.

Credits

Creative
Jason Hill - Executive Creative Director
Andrew Chisholm - Executive Creative Director
Amy O’Neill - Creative Director
Mike Johnson - Creative Director
Cam Guest - Creative Director
Samantha Ramsay - Senior Copywriter
Yana Vorontsov - Senior Art Director
Zeina Samaha - Senior Copywriter, Social

Design
Jenna Anderson - Executive Creative Director, Design
Evan Kaminsky - Senior Designer
Brook Charlinski - Designer
Luisa Bojaca - Designer
Uche Obi - Production Designer

Cossette Production
Cynthia Goulart - Producer
Mark Pan - Producer
Tiffany Ling - Director of Video Production, MCW
Sam Perrin - Animator
Cameron Cale - Producer
Christine Boachie - Content Creator
Mark Prole - Studio Producer
Sachin Makin - Print Producer
Gianna Blasutto - Senior Production Manager
Graham Washer - Studio Artist

The Hunt Production Partners
Production House: Impossible Studios
Director: Dan Thomas French, Impossible Studios
DP: Devin Karringten
Line Producer: Adrian Cheung
EP: Marco D'Angelo

Editing House: Nimiopere
Editor: Nick Yumul, Nimiopere
Asst Editor: Jack Considine
Offline Producer: Hannah Stone
Offline EP: Julie Axell 

Colour & Online - Studio Feather
Colourist: Kevin Wu
Colour Assistant: Dima Zui Chu
Online Artist: Andrew Rolfe
Online Assistant: Riley Lindsay
VFX: Sean Douglas, Diego Dutra, Sergej Liamin, Mike Morley
3D/Motion Design: Karol Kisiel, Justin Wotherspoon, Mélanie Mena-Mena
Head of VFX: Colin Cunningham
Colour & Online EP: Emily Goldberg

Audio: Oso Audio [both McShaker Fries/Frycon Hunt]
Creative Director: Harry Knazan
EP: Lauren Dobbie
Sound Design: Leo Hicks 

Nexus Design Studios [McShaker Fries]
Production Company: Nexus Design Studio
Creative Director: Felix Massie
Executive Producer: Lizzie Small, Anthony Austin
Producer: Derek Walsh
Head of CG: Florian Caspar
Studio CG Lead: Fabien Glasse
Art Director: Florent Porta
Storyboards: Felix Massie
Matte Painting: Signe Cold
Design: Andreea Tocilescu
Rigger: Nayla Nassar
3D Generalist: Carl Kenyon, Eder De Souza, Lucas De Miguel, Patrick Tomasini
3D Animator: Nayla Nassar, Alex Toufaili, Tom Lowe
VFX: Christian Hagbarth
Compositing Lead: Gareth Tredrea
Compositor: Ewelina Freur, Hugo Vietescaamano
Temporal Augmentation Engineer: Sacha Danjou
Head of Production: Rachel Moss
Head of Editing: Dave Slade
Editor: Andrea Zantiras
Creative Development: Delfina Maria
Creative Manager: Jade Duncan
PR & Marketing: Nancy Edmondson, Bruce Bigg, Alyaa Ridha

Delivery
David Atkinson - Senior Project Manager
Evan Bowman - Junior Content Manager
Andrea King - Account Supervisor

Strategy
Dan Cameron - Group VP, Head of Strategy
Owen Garscadden - Senior Strategy Director
Niki Coulson - Senior Analyst
Haley Green - Strategist
Nishant Mendiratta - Analyst

Accounts
Bryden McDonald - VP, Managing Director
Wendy Doan - Group Business Director
Gillian Craig - Group Business Director
Tina Haessler - Group Business Director
Emily Stoneman - Business Director
Mike Harris - Business Director
Ashleigh Gomez - Account Supervisor
Ben Porter - Account Supervisor
Jess Zujko - Account Executive
Victoria Overes - Account Executive
Olivia Graham - Social Team Lead
Natalie Azoulay - Account Director
Laurence Veillette - Chef de Produit
Maude Tessier - Chargée de Produit

McDonald's
Alyssa Buetikofer - Chief Marketing Officer
Erica Juba - Director, Marketing
Aryana Heit - Senior Manager, Marketing
Jess Maganja - Marketing Consultant
Cat Gao - Social Lead
Nez Scott - Social Specialist
Shae Talusan - Marketing Specialist