The 290 Calorie
Nobody Knew About.

The original ask was simple: adapt an existing Egg McMuffin spot with a 290 calorie super treatment. But when we discovered that most people had no idea the Egg McMuffin had only 290 calories, we saw something bigger.

Rather than adapt, we built an original commercial from scratch — centred entirely on the insight that few people knew this genuinely surprising fact. The campaign turned the calorie count from a fine-print detail into the headline.

The result: Egg McMuffin sales increased an incredible 42%. The spot's success even earned a bonus — a parody by This Hour Has 22 Minutes — and led directly to a sequel introducing the new Whole Grain Egg McMuffin.