McDonald's: Chicken Big Mac – the only icon that matters ​

McDonald's, a fast food restaurant chain, leveraged legendary cricketer, Virender Sehwag, in a never-seen-before avatar to establish the Chicken Big Mac in India as iconic, generate positive buzz, maintain top-of-mind presence, and entice customers with exciting offerings, encouraging more visits.

Campaign details

Brand: McDonald'sAgency: DDB MUDRA GROUPRegion: APAC

Strategy

Objectives
  • By leveraging Sehwag's social presence, improve relative SOV on digital by 15%
  • Impact engagement with Chicken Big Mac content to drive product consideration
Target Audience

In India, the cricket fandom is arguably larger than the Bollywood fandom. Cricket is no less than a religion in the country. We knew we had to leverage that, but we decided to do it uniquely.

We showcased a legendary cricketer in a never-seen-before-avatar. We leveraged the popularity of Virender Sehwag, a legendary cricketer and former captain of India. He...

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