Office Depot + McDonalds
A creative presentation for a B2B advertising campaign
Conceptualizing Marketing Posters
Establishing a core theme for the marketing campaign began with the design of marketing posters, which was framed around the concept of McDonald’s nutritional facts chart, a public shift towards transparency that occurred just a few years earlier. Building upon this principle, the posters would be repurposed to demonstrate the potential business value of healthy B2B relationships.
The imagery would focus on the positive interactions between the actors that represent collaboration of common values, cheerful employees, proud franchise owners, and happy children and families, the loyal customers. To create an awareness of the partnership, as well as the products and solutions Office Depot provided, marketing posters could be placed in areas that are primarily visible to staff, ex: breakroom.
The Happy Meal ReDesign
The McDonalds “Happy Meal” – It’s iconic. It’s inviting. And I was excited to put a unique spin on it. The Office Depot version of the beloved Happy Meal would replace the fare and the toy gift with a variety of office supply products that would impart the ideal to franchise owners that Office Depot has all the ingredients to help McDonalds businesses succeed.
The Happy Meal was rebranded with the same imagery utilized on the marketing posters to create a recognizable and uniform spread. The use of red, a primary identity color shared by both Office Depot and McDonald’s brands was subject to a contentious debate. While I felt that red could be used symbolically as a treatment that would bind the two corporate giants, I was more concerned that the message of the ad campaign could be lost in the backdrop of other internally branded material.
Direct Mail Marketing
Another aspect of the print marketing campaign was producing direct mail pieces intended for McDonald’s corporate locations, including HQ, satellite offices and corporate-owned restaurants, and non-corporate owned franchises. The direct mail pieces belonged to a ramp program which indicated a schedule of releases, initiated with an onboarding, introductory card that is subsequently followed up by additional pieces over a course time presenting diversified solutions ranging from furniture to breakroom to cleaning supplies with discount offers and volume special pricing.
Schedule Of Direct Mail Releases
- DROP 1 – Onboarding – Introduction of partnership and benefits.
- DROP 2 – Overview of Breakroom solutions with offer/ volume special pricing.
- DROP 3 – Overview of Cleaning solutions with offer/ volume special pricing.
- DROP 4 – Overview of Furniture solutions with offer/ volume special pricing.
- DROP 5 – Overview of Green solutions with offer/ volume special pricing.
- DROP 6 – Overview of Supplies solutions with offer/ volume special pricing.
Email Campaign Follow Up
Digital email campaigns were intended to correlate and be scheduled in tandem with the Direct Mail pieces, with emails being dispatched as a follow-up one week after each Direct Mail piece, in order to keep Office Depot top of mind. The subjects of the various emails being sent to recipients could cover monthly offers, product suggestions and business tips.
Marketing Ads
Marketing ads were created for placement in McDonald’s franchise publications and employee breakrooms to provide more visibility to the Office Depot campaign. Closely resembling that of the marketing posters that were designed, the ads differed in that they incorporated actual product imagery to help reinforce value.
The Office Depot Retail Connect Card
The purpose of the Retail Connect Card was intended on passing the savings at Office Depot retail locations down to the employees of McDonald’s locations through an existing program. This required designing both an informational flier plainly explaining the benefits of the Retail Connect program, as well as the actual card that McDonald’s employees would carry on their person and use at Office Depot retail location to take advantage of there rewards and benefits.
Since the Retail Connect program exists outside the purviews of the scope of B2B campaign, the design of the cards themselves were aligned to the Office Depot corporate branding guidelines.
Product Sell Sheets
Individual sell sheets are developed to provide specific information about individual adjacencies featuring the top ten suggested products with offers and special pricing.
Selected Works From The Creative Lab
