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May 2008 - Strategy Magazine
Upfront

Brilliant!
McDonald's tries pop art

by Annette Bourdeau
page 9

A chic art opening at Toronto's chi-chi art deco venue the Carlu, hosted by... McDonald's?

Toronto-based McDonald's Canada hosted a pop art-inspired retrospective for media last month to launch its latest creation, the Angus burger. "We looked at the launch of the Angus burger as the next evolution of what the hamburger has become at McDonald's over the past 40 years," says Louis Payette, spokesperson for Toronto-based McDonald's Canada. "We felt it was a nice angle for this product launch."

The event showcased various burger-inspired artifacts and artwork commissioned by McDonald's over the years, like a burger-shaped cookie jar. Payette says most of the pieces are borrowed from the company's headquarters in Oak Brook, IL. "We see the burger as a work of art. It's become a part of pop culture. When people build their own burger at home, they have their own twist to it," he says, adding that the latter insight led to the supporting mass campaign's concept, Take the Credit.

The campaign, by Cossette Toronto, plays up the burger's resemblance to its homemade counterparts by depicting people claiming they made the Angus burgers themselves. It entails radio, TV, OOH, print and online executions including a microsite, takethecredit.ca. Payette says the site will have a playful tone: "There's going to be some quirky tips on how to sound more credible when you take the credit for making the Angus burger."

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