Dollar Menu Campaign
The year was 2008.
With the economy struggling and purse strings tightening, McDonald’s saw an opportunity to appeal to the value-conscious consumer.
The trick was to do it in a way that didn’t cheapen the brand. So we came up with the idea that your dollar gets you more when you order off the Dollar Menu at McDonald’s. A lot more than what a dollar would get you for other things.
This award-winning, fully-integrated campaign had people all over town talking and completely redefined the value of a dollar.
• Broadcast/Cable TV
My Role: Creative Director / Copywriter
Art: Monica Giardina,