Available for R$9.90, the sauce can be purchased at restaurants, drive-thru and McDelivery.
O McDonald’s announced the return of the Cheddar Pool to the menu of restaurants throughout Brazil. With the concept “Cheddarize-se”, the campaign created by GALERIA.ag invites consumers to explore the many possibilities and combinations to enjoy one of the chain’s most beloved ingredients: cheddar cheese sauce. McDonald’s cheddar is a pioneer and the only one with an authentic flavor that McLovers love!
“If there is one McDonald’s product that arouses more passion than any other in the portfolio, it is our Cheddar. The Brazilian public is passionate about it, whether they order a classic like the Cheddar McMelt or dip whatever they want in the Cheddar Pool, which is back for a limited time in all our restaurants. It is interesting to note how the Cheddar audience is more loyal, migrating less to other sauces or sandwiches than other McDonald’s fans. So, for them, the return of the Pool has freed them to cheddarize whatever they want at McDonald’s,” highlights Sérgio Eleutério, Marketing Director of McDonald’s in Brazil.
With a strong visual appeal, the campaign includes a 30-second film produced by Kaus and Antfood. With a fun and seductive soundtrack and mouth-watering images, the production shows what Cheddarization really is. With plenty of appetite appeal, the film shows people enjoying their pool of Cheddar in different situations. To convey the playful concept of “Cheddarize yourself”, a waterfall of cheddar even enters the scene to intensify the desire of those watching. Watch the full film below:
According to Rodrigo Marangoni, Executive Creative Director at GALERIA.ag, the campaign takes advantage of the success of McDonald’s cheddar cheese, also present in the Cheddar McMelt sandwich, to humorously launch the term “Cheddarize”.
“Cheddarization means giving in to the indescribable pleasure of dipping your favorite sandwich, McNuggets or French Fries in a creamy pool of Cheddar. With a title that is practically self-explanatory, we invite all Méqui Lovers to be bold and take this attitude”, adds the creative.
The campaign consists of a TV film, OOH media pieces, a radio spot, a CRM campaign, a digital strategy and an influencer activation. In addition, as a warm-up, Cheddar Lovers registered on the Méqui app were informed a few days in advance of the return of the pool. Through CRM initiatives, such as push notifications and email marketing, the brand informed its registered base in advance of the day on which the pool would return to the menu.
The Cheddar Pool in a 100g pot is available for R$9.90 and can be found in restaurants, drive-thru and McDelivery, while supplies last. Customers registered in Meu Méqui, the chain’s loyalty program, will have the opportunity to redeem the product with 8 thousand points.
Datasheet
Titles: Cheddarize yourself
Duration: 30”
Cliente: McDonald’s
Product: Cheddar Pool
Campaign: Cheddar Pool
Agency: GALERIA.ag
CCO: Rafael Urenha
Executive Creative Director: Carlos Schleder and Rodrigo Marangoni
Creative Direction: Mellina Fontoura and Paula Keller Perego
ACD: Rodrigo Bonfim and Victor Capato
Creation: Elder Caldeira, Flavio Ferrí and Leandro Câmara
Customer service: Ana Coutinho, Paula Salvarani, Taís Boaventura, Bruna Santarosa, Larissa Gama, Giulia Vita and Julia Dantas
Client approval:
Media: Paulo Ilha, Kaline Lessio, Isabella Ferro, Mirella Covaleski, Bruno Souza and Beatriz Citadini
Strategy: Carol Mello, Rafael Martins, Felipe Ribeiro, Matheus Brito, Julia Ferraz, Victoria Carolina Santos Nascimento, Alana Moraes, Graziele Soares, Felipe Fonseca
PR: Patricia Capuchinho, Mariana Novaes and Fernanda Gil
Influence: Karen Bartels, Tiago Carvalho, Patricia Laureano, Mylena Fontes, Beatriz Cardoso and Nathália Belisario.
Data and Technology: Guido Sarti, Marcelo Azevedo, Rafael Ribeiro, Brenda Califano, Gabriella Paiva.
Projects: Marione Oliveira, Michel Ferreira and Maísa Amorim
Graphic and Digital Production Management: Marcos Moura
Artbuyer: Sonia Santos
Graphic Production: Leandro Cabral, Cristiano Arashiro, Leonardo Fioravante.
Finalization Coordination: Pablo Frotinha
Review: Teresa Montes
Integrated Production: Ducha Lopes, Fabio Truci, Fernanda Domingues and Natália Menken
Image Producer: KAUS
Directed by: Los Pibes
Director of Photography: Fê Oliveira
1st Assistant Director: Vinicius Lombardi
2nd Assistant Director: Gabriela Chiavone
1st Camera Assistant: Marcelo Ostrovski Bevilacqua
2nd Camera Assistant: Gabriela Bortolon
Executive Director: Thiago Mascarenhas
Executive Producer: Camila Martinez
Production Coordination: Larissa Luisi and Ale Meireles
Post-Graduation Service: Letícia Almeida
Customer Service Assistant: Marcelo Augusto
Creative Assistant: Henrique Barretto and Ana Achcar
Production Direction: Rafa Reitano and Fred Guerini
Production Assistants: Danilo Biondi
Art Direction: Winnie Ramos and Karla Salvoni
Production of Objects: Tati Coelho
Cast Production: Taty Horta
Costume Design: Fabiana Souza
Location Production: Fabiano Ramos
Makeup: Iris Bittencourt
Post-Production: Guava Post
Editing/Assembly: Matheus Tibira and Allex Deracco
Finishing: Augusto Medeiros
Color Grading: Acauan Pastore
VFX: Flow Effects
Sound Producer: Antfood
Audio Production Company: Antfood Music & Sound Design
Creative Direction: Lou Schmidt, Fernando Rojo and Tiago Mago
Executive Production: Renato Castro and Christiane Rachel
Musical Production: Lou Schmidt, Fernando Rojo, Tiago Mago, Luis Bergmann, Lucas Baldin and Vinicius Nunes
Production coordination: Fernando Ianni and Monique Munhoz
Finishing: Bruno Broaska, Fabian Jorge and Pablo Homem de Mello
*Cover photo: Courtesy/McDonald’s
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