| Title | The Gourmet Experiment |
| Agency | Heye GmbH |
| Campaign | The Gourmet Experiment |
| Advertiser | McDonald's |
| Brand | McDonald's |
| Date of First Broadcast/Publication | 2012 |
| Business Sector | Restaurants & Fast Food |
| Philosophy | We invented "The Gourmet Experience of the Year". We engaged a renowned young chef and staged a gourmet restaurant in Munich: with a professional kitchen, complete team, welcoming ambiance, a modern corporate identity and its own Facebook Page. Entrance for invited guests was via QR-code match only. The Meal: Chef Bernd Arold prepared a delicious 4-course-gourmet-meal, all of it made from McDonald's products, freshly bought around the corner. |
| Problem | Some people don't believe in the quality of McDonald's products. The Problem: It’s not enough just to promise quality. A traditional campaign is not enough. You have to prove it. But how can you prove it if the people you want to convince are not interested? You have to surprise them. |
| Result | Delighted guests and the media discovered a universal truth: Good food needs good quality. McDonald's quality. |
| Media Type | Promotion & Event |
| Agency Producer | Denise Kaiser |
| Production Company | Carmen Schumacher FilmProduktion |
| Art Director | Andrew Schofield |
| Creative Director | Andreas Forberger |
| Creative Director | Peter Prislin |