McDonald’s and tms offer feel-good prizes one fry at a time with Surprize Fries

McDonald’s AU & NZ are launching Surprize Fries, a new promotion giving customers delicious moments of excitement and joy with each purchase of their iconic fries. Launching on March 13 and running until April 14, the month-long promotion will give customers the chance to win exciting prizes, including free food, merchandise, gift cards from their favourite brands, and cash.   

To receive prizes, all customers need to do to “fry” their luck is to order some delicious fries – the unsung hero of every McDonald’s meal – with one in four chances to win. Each order of fries will come with a peel, which either reveals an instant prize, or a code that can be scanned with the McDonald’s app for playful gamified reveals. The campaign is McDonald’s second biggest promotion in the region and follows the success of its popular MONOPOLY game. 

As lead agency, tms designed the creative concept and handles digital services such as prize distribution and the back-end experience. Other partner agencies include Akcelo, which created the front-end digital experience in the app; DDB, which handles creative communications; and Creata, who were behind the prize pool and ticket printing. Digitas is the CRM agency in Australia, while Track manages CRM for New Zealand, and Mango is the PR agency, while OMD handles media planning and buying.  

Read more about Surprize Fries in industry publications such as Campaign Brief and Campaign Brief New Zealand.