PROBLEM

People do not think of McDonald’s as a Thanksgiving meal.
INSIGHT

Essential workers do not have the time to have a traditional Thanksgiving meal.
CONCEPT & IDEA

McDonald’s will create a McThankful Meal for those all essential workers that can’t be with their families on Thanksgiving.

How do we break the clutter on a turkey-driven holiday?
We focused on a group that can't enjoy the "tradional" thanksgiving meal.
Creating the McThankful Meal, to express our gratitude to them.
A gratitude gesture to the essential workers that give and keep on giving themselves.

McThankful Meal

Includes: Cheeseburger (or 8-piece chicken nuggets), soda (or water), French fries, Coffee - obviouslyyy - and for the festivity of Thanksgiving, our Pumpkin Pie.

And as a token of an appreciation, a McThank You! enamel pin.

We Are McThankful

We also want to know the stories from the families of the essential workers, create a bond with our audience and help them share their experience of how the feel when a member is missing because of their work.