Editor’s note: I originally published this on my old blog (zacksimpson.blogspot.com). I felt like it was still relevant, and brought it over. Please note that since original publication, McDonald’s has adjusted their slogan..
McDonald’s might be the most popular of the bunch, but fast food burger operators know that the quality (and uniqueness) of their french fries will be a motivating force for repeat business.
Who has the best fries? This is a subjective debate. Some prefer McDonald’s, some prefer Burger King, some Wendy’s…etc etc.
What’s not subjective is that feeling the consumer gets when they finish off their fries while waiting at a red light in their car. Remorse. Sadness. Disappointment. Perhaps even frustration that they didn’t opt for a larger size.
But what’s that?!
A couple of fries at the bottom of the bag?! Suddenly there’s JOY and watering of the mouth, as the tongue tingles in anticipation. A little too much for a marketing idea? Psh.
McDonald’s was running an ad on several radio stations in Las Vegas (I’m assuming nationwide, too) in which a woman takes a pickle off a male consumer’s burger. The consumer then launches into a poetic reprimand in which he explains how important each ingredient is to the burger.
People get an emotional attachment to their food, and playing on the heart strings on the “bottom-of-the-bag fries” absolutely triggers an emotional response.
Anyone who has gone through the drive-through of a hamburger fast food joint knows EXACTLY what I’m referring to. It’s like finding money in your pocket that you didn’t know was there!
So with that, I present “A Haiku for Bottom-of-the-Bag Fries”.
I look with sadness,
in your empty paper home.
Joy! Three are still there!
Of course this can be adjusted, made into a song…a short commercial, etc etc.
I’m envisioning a group of young people (ages ~20) in athletic gear sitting around an outdoor basketball court. One of them is scowling while he roots around the bottom of a McDonald’s bag.
Suddenly, his face lights up and with a grin, he pulls his hand out with two fries between his fingers. His friends laugh with him while he puts them in his mouth. Cue “ba da bah bah bah…I’m lovin’ it.”
Again, I know this is a bit dated as far as the McD’s messaging goes, but it was my most popular post on my old blog, and I still like my haiku.