Mcdonald's Canada: Don't Let Hunger Lurk

On Halloween night, terror takes hold. It races through the streets, hunting its next victim. A vampire? A zombie? No – the very real fear of running out of fries.

This year, McDonald’s drew inspiration from this feeling to create an unforgettable campaign. Two simple fry cartons at the bottom of a McDelivery bag form a pair of menacing eyes, symbolizing hunger. And since our brains evolved to detect predator eyes*, the visual is literally impossible to ignore. This festive campaign appears everywhere along the path of busy parents and costumed partygoers over Halloween weekend.

Because nothing is scarier than being followed home by hunger.

*Whalen, P. J., et al. (2004). Human amygdala responsivity to masked fearful eye whites. NeuroImage, 17(1), 308-310. PubMed.