O-oh, you’ve burned dinner. What to do? If you’ve installed the McDelivery Detector, a new dinner is already on its way to you.

TBWA\Neboko has created a smoke detector that automatically orders food from McDelivery when it senses that food is burnt. (Sadly for all the kitchen clumsies, the McDelivery Detector is only being released in super-limited edition.)

The idea was born when the agency discovered that McDonald’s and McDelivery regularly receive hungry customers who want to comfort themselves with a hamburger, fries or salad after a failed meal.

The McDelivery Detector works as follows: the owner preselects their favourite McDonald’s food. When the device detects the smoke of burned food, the owner receives a text message asking if they want to receive McDelivery. This will then be delivered to their homes within minutes.

Research by the Dutch Nutrition Center shows that about three quarters of the Dutch sometimes ruin a meal. Burnt food can therefore happen to the best of cooks, but it is probably more common for chefs who are not so handy with a pan. So McDonald’s is giving away a limited number of McDelivery Detectors to the people who need them the most. Anyone in The Netherlands can send in their worst cooking blunder via the McDonald’s App and the biggest kitchen clumsies will get a Detector sent to them. (The exclusive gadget is only available to prize winners and is not a substitute for an official smoke detector. Therefore, a regular smoke detector will also be sent with each McDelivery Detector.) The contest is running until May 2.

Terry de Graaff, brand manager McDonald’s Netherlands, commented, “We want to give our guests Good Times with tasty products and smart technology news. The McDelivery Detector is a great gadget for people who have bad luck in the kitchen just a little more often than others. I’m already looking forward to the fantastic anecdotes about the biggest cooking blunders.”

Darre van Dijk, chief creative officer at TBWA\Neboko added, “How cool is it to have an extra gadget like the McDelivery Detector in your home that arranges food for you when your own cooking skills let you down? We even integrated the iconic McDonald’s jingle as a warning sound that lets you know your favourite food is on its way to your home.”

The McDelivery Detector is available for a limited period to win through the McDonald’s App in The Netherlands. The contest starts today and runs through May 2.

Credits
Client: McDonald’s
Agency: TBWA\NEBOKO 
Production: Robot Kittens, Vigics
Media: OMD