McDonald's 1955 Burger

Agency: Boxer
Client: McDonald's
Category: Packaging, Branded - Food

Executive summary

'The 1955 burger is the most successful premium burger that McDonald's has ever launched in Germany and this really has been driven by the brand storytelling and packaging graphic identity' - Vincent Mesnage, McDonald's Europe

We rose to a really fun challenge - how to romance the ideals of 1950's America and tell the McDonald's brand story, from their origins in a simpler time, on the box for a big juicy premium classic burger. And the new design has caught on like wildfire!

In 2010 in Germany, it's 1st launch market, the 1955 burger nearly outstripped the per restaurant sales of the three burgers offered the previous year, achieving average sales of 138 units per restaurant per day.