McDonald’s Jumps On Street Food Wagon By Turning Billboards Into ‘Food Trucks’

There is no doubt that street food has impacted a variety of cuisines and has even influenced chefs to adapt simple but efficient cooking techniques to their menus. With the release of its newest Crafted Chicken burger, which draws influence from the vibrant world of street cuisine, McDonald’s is not an exception to this. 

The fast food chain has converted two billboards into “food trucks” around Sweden to pay homage to the burger’s origins. The billboards have been refashioned to look as such, from an image of a gritty yellow vehicle right down to physical wheels on the bottom.

Now, these billboards are not (yet, at least) going to start grilling patties and handing them out, but they will produce a coupon that entitles customers to a free burger. The scheme will run for just 24 hours.

Anyone interested can line up before the billboard and scan a QR code. This will awaken a digital chef that will start “cooking” the burger. When he’s done, a coupon will pop out, and customers can take this to any McDonald’s in exchange for a free meal.

The OOH campaign engages customers in the backstory of the company’s newest menu item and the long-standing impact of street food on the gastronomical world. At the same time, it also gives them a fun and interactive (and not to mention free) way of trying it out for themselves. 

[via The Drum and Marketing Communication News, cover image via McDonald’s Sverige]