Creative Corner dines out on a three course menu of creative work

Happy Friday and welcome to Creative Corner.

Not so much flying around this week, but food does seem to be on the menu.

Prepare to tuck into a breakfast serving from McDonald’s, some not-so-Ordinary eggs and (OK, I’m stretching the truth a bit here) some dubious meat and two veg shenanigans from Sure.

Proper breakfast

When this week’s column is published on Friday morning, chances are I may be nursing a sore head from the PRmoment Awards. In this case, McDonald’s latest creative offering could be just the ticket.

The ongoing ‘Breakfast, done properly’ campaign celebrates its iconic morning menu. Think Sausage & Egg McMuffins, Hash Browns, Egg & Cheese McMuffins, you get the picture; it needs no explanation, right? Well, that’s exactly the idea behind a campaign that strips away all logos from the ads, instead letting the distinctive shapes and features of the food take centre stage in all its oozing glory.

The campaign follows research which found that up to 90% of people correctly identified McDonald’s Breakfast products even when shown without branding. The insight: McDonald’s Breakfast is instantly recognisable with no product names or logo required.

The campaign is being rolled out across TV, OOH, radio, social, press, and in-store but it is the OOH executions that will no doubt leave me salivating on Friday morning as I drag myself to work. Featuring blown up close ups of layers of egg and sausage atop melted cheese and a tantalising glimpse of a hash brown protruding from its wrapper, it will be the proper breakfast a decent night out deserves.

Eggs Ordinary side up

Breakfast time in New York has been far from sunny side up of late due to the bird flu outbreak that has killed millions of hens. Leading to an egg shortage, near empty supermarket shelves have stores cashing in as customers shell out up to $5 a dozen to ensure they get their morning scrambled fix.

Spotting an opportunity, The Ordinary, known for its affordable and simple skincare, teamed up with creative agency MSCHF to tackle the egg shortage head-on.

Playing to its name, the beauty brand announced to New Yorkers that it would offer up a dozen ‘Ordinary’ eggs for the ordinary price of just $3.37 for one weekend only. No fancy gimmicks, just good old-fashioned eggs…. for an ordinary price.

The announcement obviously went down well, and the brand would have no doubt attracted some new-found friends. However, early lovers of the brand attracted by its vegan-friendly ingredients may have found the egg tie up a yoke too far?

Meatballs

Rounding off my menu this week is a not so appetising serving of meatballs from Sure.

The anti-perspirant brand has developed a new Whole Body Deodorant which has been developed to stop odour at source and make every body part smell better. And when itthey says every body part, itthey means every, body, part.

When the creatives received the brief for this one they must have felt like kids in a candy store and sure enough, they have embraced the whole body parts part of the brief to the full.

Graced with the “naughty bits” of a man and a woman a sniffable billboard was placed in London’s borough of Camden for one day only scented with oils, encouraging passersby to stop and sniff said “naughty bits”. Reactions will be captured on camera for use in a supporting social media campaign.

Apparently sitting at the heart of the campaign is the insight that only 1% of body odour comes from our armpits.

Well on that bombshell that wraps up another Creative Corner!

As ever, if you’re launching something that deserves a spot in Creative Corner, or have seen a campaign you just love, please do share it with us. Email paul.lucas@fanclubpr.com