Exploring the unknown

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Title

Exploring the unknown

Advertiser:

McDonald's

Year:

2017

Source:

Strategyonline.ca

Product Category:

Food

OOH Format:

Static and digital billboards

Country:

Canada

Objective:

Faced with declining sales of a signature product, McDonald’s needed to generate new interest for the venerable Big Mac. It was the first time the Big Mac had been changed in 50 years. The goal was to drive appeal with “new news” among a younger target that values change.

Target Group:

Millennials

Strategy and Media Used:

McDonald’s put a twist on the classic Big Mac by changing the ingredients ever-so-slightly with the addition of bacon. Considering the fact that adding bacon could change your opinion on the Big Mac, the brand played with the message “Is a Big Mac With Bacon Still a Big Mac?”  Spots featured friends arguing the existential question, each with an opposite POV. The city was covered with questions like “Is a tricycle still a bicycle?” on billboards.

Results:

The campaign helped support a successful relaunch with a 37% increase in sales over projections.