McDonald's BFF Burger Bundle: Project together

Gela Pena

This case study illustrates how McDonald's, a fast-food chain, increased sales in the Philippines by developing a campaign focused on real-life group experiences.

McDonald's BFF Burger Bundle: Project together

Gela Pena

Campaign details

Brand Owner: McDonald's - PhilippinesLead agency: Leo Burnett ManilaBrand: McDonald'sCountry: PhilippinesIndustry: Fast food, takeaway outletsMedia: Earned media, buzz; Events and experiential; Integrated; TelevisionBudget: 500k - 1 million

Market background and cultural context

Since 2008, the spend per transaction remained flat at Php107 (US$2.34). While guest count figures were healthy, it has always been a challenge for McDonald's to boost average spend per person. McDonald's was in a search of a way to encourage higher spending every time...

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