• by Karlene Lukovitz  @KLmarketdaily, November 11, 2011

McDonald’s Owners of Chicago and Northwest Indiana (MOCNI) and agency Leo Burnett are using 11.11.11 to launch a multimedia blitz campaign specifically dedicated to promoting the chain’s French fries.

A core element is an all-day promotion in the region in which small orders of fries are being sold for 50 cents, or half the standard price.

But that’s just the beginning. The campaign, taglined “Best Fries on the Planet,” also spans TV, radio, out-of-home, digital banners, in-store activations and a sports sponsorship integration that will run through Dec. 31.

Some of the billboards and other ads incorporate paired photos of vertical fries to spell out 11.11.11, while others among the numerous executions -- including taxi-top and transportation-shelter ads -- take less timely approaches.

Also on 11.11.11, the franchise hosted a competition to create a dish to complement the fries, with Chicago Bears players competing against famed, locally based chefs, reported Crain’s Chicago Business.

The most spectacular (or in-your-face, depending on your viewpoint) element is a “Fry Lights” beacon located at the McDonald’s at Clark and Ontario streets in downtown Chicago. The beacon, which “can be seen from nearly three miles away,” according to McDonald’s, will shine through the end of the month.

Leo Burnett SVP, creative director Brian Shembeda said the campaign is not a case of “convincing,” but instead of “reminding” consumers, since “the best fries on the planet” is “something people have been saying for years.”

Still, as Crain’s points out, NPD Group data show sales of fries in general declining for the past five years, partly because of efforts by McDonald’s and other chains to provide and promote healthier menu options. At the same time, McDonald’s has, of course, also been facing increased competition on the fries front from Wendy’s’ new “natural-cut-with-sea-salt” fries.