McWraps

For far too long, McDonald's has been associated with unhealthy food. It knew it was losing an increasing number of the 'health conscious', and wasn't going to let its customers down. In support of Health Promotion Board’s Healthier Dining Programme, McDonald’s Singapore launched a series of meal options that were 500 calories and under. McDonald’s also unwrapped a delightful choice with the new Grilled Chicken McWrap and Spicy Chicken McWrap.

The brief was to show that McDonald's isn't all about oily, greasy and processed food, and to bring that out, we developed a TVC with the key ingredients of the McWrap at the forefront. Using an unwrapping motion (a play on the product name), the 30s spot shows the unwrapping of the crisp green lettuce leaves, tomatoes, purple cabbage, crunchy carrots and a tender juicy grilled skinless chicken patty all wrapped in a warm wholegrain tortilla.

The overall mood was light and clean, giving customers the impression that it is possible to have healthier choices at McDonald's.