The Opportunity:

A globally successful innovation resulted in below hurdle results in two rounds of U.S. test markets, yet U.S. launch remained a corporate imperative.

The Solution:

Coupling a fresh eyes look at global best practice with customized consumer eat-a-longs, we identified the market opportunity, product positioning and marketing mix imperatives that would make McWrap a winning menu addition.

The Result:

McWrap exceeded its best-case launch forecast, satisfying McDonald’s hunger to serve up U.S. success with a globally initiated innovation.

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