McDonald's

The ask was to adapt an existing Egg McMuffin spot with a 290 calorie super treatment. But we discovered that that was surprising news to most – and therefore a big opportunity for McDonald's.So we created an original commercial built around the 290 calorie message – and the insight that few new. The result: Egg McMuffin sales increased an incredible 42%. With added free media bonus courtesy of This Hour Has 22 Minutes parody It's success lead to a sequel to introduce the new whole grain Egg McMuffin.