mark manion

Let’s face it, mornings... they're not always good. And unfortunately, neither were McDonald's breakfast numbers at the time. So we decided to make mornings better for everyone, by bringing a good breakfast to unsuspecting commuters and morning workers all around town. And then we filmed it.

 

This fully-integrated, localized campaign was so successful in the St. Louis market, McDonald's asked us to take our campaign on the road - across seven New England states and multiple regions throughout the Southeast. And the good vibes spread quickly. People shared their own good mornings on social media, and gave us suggestions on where we should show up next.  

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Today, the Good Morning campaign is still regarded throughout the McDonald's system as one of the most successful breakfast campaigns in brand history.