Grand McExtreme Topchef

Ana Castro Gayoso

This case study describes how food giant McDonald's moved away from the €1 battle going on in traditional media between the quick-service restaurants in Spain and created a multichannel piece of branded content to appeal to foodies.

Grand McExtreme Topchef

Ana Castro Gayoso

Campaign details

Brand: Grand McExtremBrand Owner: McDonald'sLead agency: OMD SpainCountry: SpainIndustry: Food industry (general)Channels used: Content marketing, Games & competitions, Mobile & apps, Online display, Online video, Packaging & design, Point-of-purchase, in-store, Print - general, unspecified, Product placement, Social media, TelevisionBudget: 1 - 3 million

Executive summary

More than a branded content campaign throughout multiple channels, Grand McExtrem Top Chef was the birth of a new product created in "real-time" in front of consumers' eyes.

Compared to most McDonald's...

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