McDonald’s Canada Creates Memorable Musical Ode to “Fry Thieves” Everywhere

10/22/2021

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McDonald’s Canada launches Steal My Fries, a feel-good campaign designed to inspire Canadians to recapture the joy of sharing their favourite McDonald’s foods now that friends and family can gather together again. 

The joy of dining out is back,according to recent data from Restaurants Canada, just under three-quarters of Canadians (74%) said they missed going out to restaurants during the pandemic, and most (89%) are looking forward to dining together with friends and families again*.

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At McDonald’s, we serve delicious food as well as feel-good moments. Steal My Fries is a playful, creative campaign that celebrates the joy of sharing a meal again. We hope it inspires Canadians to reconnect over some of McDonald’s World Famous Fries – whether you intend on sharing, or casually stealing a few from the ones you love!
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Alyssa Buetikofer, Chief Marketing Officer at McDonald’s Canada
The Steal My Fries idea was one of the first ideas that Jason (Soy) and Zuheir (Kotob) came up with, and when they shared the song I knew it was going to stick — it’s relatable, catchy, and ownable to McDonald’s. As Canadians start reuniting with friends and families over meals again, we want the campaign to respark those feelings of joy that we’ve all been missing, and inspire more simple moments.
Alexandre Gadoua 3057
Alexandre Gadoua, National Group Creative Director, McDonalds at Cossette.

*based on a survey conducted by Restaurants Canada from May 30 – June 2, 2021 with a nationally representative sample of 1,005 Canadians who are members of the online Angus Reid Forum. For comparison purposes only, a sample of this size would result in a margin of error of +/- 3.1 percentage points, 19 times out of 20.

Credits

Client: McDonald’s Canada
Chief Marketing Officer: Alyssa Buetikofer National Marketing Director: Rebecca Smart National Marketing Manager: Andrew Mumford Regional Marketing Director: Melissa Hains Regional Marketing Supervisor: Suzanne Grondin
Agency: Cossette
Global Chief Creative Officer: Peter Ignazi Executive Creative Directors: Craig McIntosh, Jaimes Zentil Group Creative Director: Alexandre Gadoua Senior Copywriter: Jason Soy Senior Art Director: Zuheir Kotob Associate Creative Director (QC): Joel Letarte Associate Creative Director (QC): Sébastien Robillard Head of Strategy: Max Keane Strategy Director: Mac Macbeath VP, Business Lead: Shawna Hayman Business Director: Gillian Craig Account Supervisor: Lauren Smith Account Executive: Emily Stoneman Product Owner: Ariane Landry Producer: Lindsay Hann Producer (QC): Elyse Bleau
Production: OPC TV
Director: Max Sherman Executive Producer: Donovan Boden Executive Producer: Harland Weiss Executive Producer: Isil Gilderdale EP, Development & Representation: Emily Harris Producer: Max Brooks Casting: Powerhouse Casting
Offline: Saints Editorial
Editor: Aaron Dark Assistant Editor: Sam Rousseau Executive Producer: Emily McKay/ Bobbi Dedman
Audio: Grayson Matthews Music Group
Music Producer: Mark Domitric/ Tom Westin Composer: Andrew Austin Engineer: Brian Benard Producer: Sharon Yokoyama/Kelly McCluskey
Colour: AlterEgo
Colourist: Wade Odlum Producer: Pallavi Joshi-Firb
Online: Wingman
Artist: Sean Douglas Producer: Emily Goldberg/Erin Kuttner