According to the ad's creative team:
Due to its high quality ingredients, McDonald’s wanted “The M” to be seen as a special option and its communication to target those who had some knowledge about cooking. That’s the reason why we came up with the idea of cookbooks forming the shape of a sandwich and the concept line “The M, a sandwich for experts.” (source)Out of curiosity, I did an internet search for the books. I didn't find them.
|ShareThis | Posted October 16, 2010 at 3:06 PM|
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