McDonald's: Make your own burger
Razorfish Berlin
Advertiser: McDonald'sBrand: McDonald'sCountry: Germany
Objectives
McDonald's is Germany's favorite restaurant chain and an all-time favorite place for families. In the family and restaurant chains category, McDonald's Germany is clearly the market leader. 2.5 million daily visitors prove that.
McDonald's provides easy, simple enjoyment through predictably good and familiar products. Rather than encouraging experiments and food customization like some of its competitors, McDonald's is a restaurant chain that guarantees simple, good taste. In this way the brand acts as a reliable burger curator. This clearly has its advantages: McDonald's...