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Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 17 - Index

“FRESH SALADS” AT WRIGLEY FIELD – SUMMER 2007:
Last summer, Leo Burnett harnessed the power of the sun for
McDonald’s. A living billboard was created – with the help
of a horticulturalist – to promote McDonald’s fresh salads.
The vertical garden, placed right outside Wrigley Field in
Chicago, boasted 16 types of lettuce, which were actively
growing at the time to form the words “Fresh Salads.”
FACTS ABOUT “FRESH SALADS”:
• McDonald’s lettuce is washed three times before being
packaged for restaurant use. It arrives to the store within
three days of harvest.
• McDonald’s serves more salads and fruit than any other
restaurant in the U.S.
• Since the introduction of McDonald’s Premium Salads in
the U.S. in 2003, McDonald’s has sold more than 486
million, making McDonald’s one of the largest salad
sellers in the U.S.
• Annually, McDonald’s uses 80 million pounds of Spring
Mix lettuce and an additional 100 million pounds of green
leaf lettuce and iceberg lettuce on its sandwiches, 30
million pounds of tomatoes, 6.5 million pounds of grapes
and 4.2 million pounds of walnuts.
“Our business is ideas. They grow and flourish best in
an atmosphere of congenial collaboration,” says John
Montgomery, EVP/Executive Creative Director for
McDonald’s at Leo Burnett (North America). “These ideas
have manifested [themselves] in many never been done
(NBD) executions, ranging from recent favorites such as
‘Boombox’ to Cannes-winning work like ‘Sundial’ and ‘Fresh
Salads.’ McDonald’s wants greatness, and we are proud to
be one of the agencies lucky enough to partner with it on
a journey to perennially surprise and delight customers with
new, fun, innovative NBD thinking.
“Great work can only be achieved
by great clients, and McDonald’s
has consistently broken the mold
by asking for great creative,
helping us chaperone it and
making it happen through
innovative media.”
//www.leoburnett.com
//www.mcdonalds.com