With the morning meal turning into a high stakes category, McDonald's decides to innovate again and go head-to-head against the competition with a new baked biscuit sandwich line-up.
Cossette learns that baked goods eaters decide what to eat based on what they see. It is decided that advertising has to be highly visual and should underline McDonald's ability to bring bakery freshness to a mass market using quality ingredients like real buttermilk and flour. A Super Bowl TV spot shows McDonald's employees congratulating each other and throwing a bag of flour over the manager who accepts a trophy in honour of McDonald's incredible baking accomplishment. The launch is followed up with another TV spot depicting a crew person at a McDonald's restaurant peeping into an oven with a customer—a surprising scene that brings a beloved restaurant chain even closer to its clients.