McDonald’s Japan adds beef stew pie to menu, with epic ad to mark release


Word games on love are strong in this new ad campaign.

When you think about a McDonald’s pie, what usually comes to mind is a sweet pie with toppings like apples, but this winter McDonald’s surprises us with a hearty and tasty new pie filled with beef stew.

According to the chain, the garnish for the stew was made by slow cooking beef with vegetables like carrots and potatoes for flavor, and using Fond de Veau, a French veal stock, to add richness and depth. The crispy pie shell adds a satisfying textural accent, creating a snack that will fill that void in your stomach, while “warming your cold body with a warm, melt-in-the-mouth stew.”

▼ It’s as warm as a good dose of love, apparently, because the ads for this pie come with the tagline, “Pie wa Ai da“, or in English:”The pie is love“.

It’s a sentiment that many pie-lovers can relate to, and the young woman who stars in the new commercial for the product is also overcome with love, or “have“, for her “tart“- so much so that she embarks on an epic love song about it.

The rhythmic and lyrical “I”, “ai” and “tart” come together for a humorous advertisement that certainly surprises the viewer. This play on words and the ironic link between passionate love of the real world and a passionate love for food continues on the product packaging, which includes five different phrases.

▼ “It’s not all sweetness. The pie is love.

▼ “Cooling off is scary. The pie is love.

▼ “Love is overflowing. The pie is love.

▼ “Wrapped tenderly. Pie is love.

▼ “Be careful not to burn yourself. The pie is love.

According to McDonald’s, this new product is the first unsweetened pie to appear on the menu since “Cream Stew Pie” was sold for a limited time about six years ago, in January 2016. The Beef Stew Pie Is also a limited edition. – One menu item by the hour, available from December 8 to early January and priced at 180 yen (US $ 1.59).

However, it will be available throughout the day, both on the morning menu and the regular menu, so you’ll have plenty of time to try it. And if you’d like some tips on how to bake your own McDonald’s pie at home, this recipe might come in handy, although we hope you perform better in the kitchen than we did!

Source, images: McDonald’s Japan
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