McDonalds

To launch “Deli Choices” sandwich menu at a Perth tradeshow for 400 dieticians in 2005, the hunt was on for promotional product to entice interest and stand traffic at the fair and at the same time, deliver something unique and original which would suit the new style of the McDonald’s Deli Choice Menu.

McDonald’s chose to use branded thongs to achieve the objective of promoting interest to the stand and to entice people to go to the stand. To add additional interest, and a unique twist, the left and right thong were distributed separately.  The dieticians received the left thong in a show bag when they entered the tradeshow. The thong had a red swing tag attached to it saying “hop over to stand 23 to get the matching pair” The dietician then had to visit the McDonald’s stand to receive the right thong. The thong colour was the “Deli Choice” brown – not the usual “McDonald’s” red.  This was done intentionally to highlight the new direction.