McDonalds Salad
Agency: Leo Burnett, Chicago
Chief Creative Officer: Mark Tutssel, John Condon
Creative/Art Director: Vince Cook
Creative Director/Copywriter: Gary Fox-Robertson
Copywriter: Avery Gross
Art Director: Brian Shembeda
Prop Engineering/Painter: Michael Shapiro
Horticulturist/Landscape Architect: Greg Pierceall
Posted in Outdoor 
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October 12th, 2007 at 8:53 am
Eh. I don’t think that would make me want to go to McDonalds. It doesn’t motivate me at all.
October 12th, 2007 at 9:20 am
That took two copywriters?
October 12th, 2007 at 10:21 am
There was a Lipton Green Ice Tea billboard in Vancouver a couple of months back that was basically this exact same concept (unfortunately, I couldn’t find a photo of it online). But the Lipton ad had a nice bright yellow background. The black background in this case is quite drab, doesn’t really work with the fresh green message of the lettering.
October 12th, 2007 at 1:05 pm
Looks like something that should be placed on my doorstep.
October 12th, 2007 at 1:14 pm
I like it. But I think it would have been better if the entire board were “planted” with lettuce, and the letters were formed where the lettuce had been “picked.”
After all, that’s the lettuce going to McDonald’s, right?
Still, I nit-pick. It’s pretty cool.
October 12th, 2007 at 2:01 pm
If the first rule of advertising is to use a visual that gets someone’s attention then this works rather well. Although, if we’re going to nit-pick then I would have made the background white (seems like the green would be dark enough to provide ample contrast.) I suggest this becuase I don’t equate “fresh” with a black background.
October 12th, 2007 at 2:53 pm
Is that real grass or are they advertising fresh salads with astro-turf? Because That’d be real fresh!
October 12th, 2007 at 8:14 pm
Reminds me of a “Gardens.Com” (or ‘garden.com’. i forget…) billboard that used to be along the way to San Jose a long while back.
The big problem with it, though, that it was found rather dead and un-green later on in the billboard’s life…
October 13th, 2007 at 12:55 am
Yeah, would have looked a ot fresher and had way mnore contrast on a white background. Or maybe even an all green background so that the only contrast is in the texture of the 3D grass.
October 13th, 2007 at 3:15 am
Salad full of car exhaust. Yummy.
October 13th, 2007 at 1:24 pm
the concept is fresh. the execution is rotten.
October 13th, 2007 at 8:52 pm
[…] (NYSE: MCD) has been focusing heavily on its healthy menu items in its recent advertising, and this billboard from the Leo Burnett agency in Chicago, Illinois does not disappoint in terms of meeting that goal. While probably not the […]
October 16th, 2007 at 3:51 pm
[…] Via […]
October 16th, 2007 at 5:54 pm
kjbro0me, it was nestea and here’s the link:
http://www.loweroche.com/clients.php?c=Nestea&pg=2
October 17th, 2007 at 7:45 am
//That took two copywriters?//
Two copywriters to come up with the concept, one art director to screw-up the execution.
You know, like what happens every day in agencies.
October 24th, 2007 at 4:59 am
Excellent outdoor implementation !
June 2nd, 2008 at 1:44 pm
That’s horrible marketing. I don’t get anything from that whatsoever. Just because McDonald’s claims fresh salad means nothing. And to have that mutant “lettuce” on a billboard is down right eerie. How does McDonald’s grow lettuce on a billboard? Oh yes, the crazy chemicals they throw in the veggies… duh… How about get a real job marketing for a more noble company, sell-outs.
June 14th, 2008 at 8:50 am
I like it. I think it is a good initiative to promote salads and this whole idea of a healthier menu. If they want (or maybe need) to change a little bit this “junk food restaurant” image, it is pretty cool, and I think it works as an advertisement. That doesn´t mean that from now on people should eat every day at Mc donalds