Forever Red and Gold

People in Kansas City love McDonald’s. And they really, really love the Kansas City Chiefs. So we brought the two together to create a fully integrated campaign celebrating both brands. Never before had so much red and gold been combined into one spectacular partnership.

At the center of this partnership was a new product we helped create called the Blitz Box—a unique bundled meal made for family and friends to share. Tailgaters and hungry fans high-fived.

Not Black and Silver

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When football season kicked off, we were ready with TV, radio and outdoor boards celebrating McDonald’s and the Chiefs.

Real Fan

Over 40 years ago, BR created the first Happy Meal. So it made sense for us to design a grown-up version for fans. It even came with a prize—a Chiefs car flag. The Blitz Box became big news and was written up in national publications like Time, The New York Post and USA Today.

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To create interaction between the Chiefs and McDonald’s on game day, we worked with the Chiefs to create a traffic-driving, in-game promotion called Big Mac for Sacks. If the Chiefs got a sack, Big Macs were buy one get one free the next day.

Lost Voices

Big Mac for Sacks had significant digital and mobile components that included rich media videos, banners, a site where fans could view more ridiculous “sack dances” and a Twitter contest to keep fans talking between games.

#66 The Great American Novel
#15 The Jug Band
#82 The Jump Rope
#48 The Cobweb

The Chiefs radio announcers even got in on the action, reminding hungry fans about the Big Mac Sack as it happened during the games.


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The campaign was rounded-out with 8 NFL Play60 events for kids and a tie-in with the local Kansas City Ronald McDonald House. McDonald’s employees and volunteers sold special Chiefs Red Friday Magazines with all proceeds going to the charity. We also built the first ever McDonald’s Fry Truck and gave away free fries to people in the Arrowhead Stadium parking lot. It was a lot of red and gold for fans to love.

Some Numbers

  • 50K

    Money raised for Ronald McDonald House Charities

  • 18MM

    Media Impressions to date

  • 21

    Number of Chiefs sacks through five games