McDonald’s reveals Surprize Fries, a new peel-to-play promotion that will have Fry lovers across the UK buzzing with excitement.

I was asked to bring the creative from the previous Australian campaign and update it for the UK market. Creating all new merch items, UK-specific campaign assets and a new set of key visuals. With the support of our in-house 3D illustrator, we also updated the main lockup. I also applied the new creative to the McDonald’s Fries pack and bags, ensuring the creative would work within the print limitations.

We also created a comprehensive ‘Playbook’ and managed an asset library, which was used by the partner agencies.