McDonald's: The McDelivery Pin

McDonald’s, the quick service restaurant franchise, merged modern technology with a traditional event, the Day of the Dead or Undas, in the Philippines to increase McDelivery sales.

Campaign details

Advertiser: McDonald'sBrand: McDonald'sAgency: Leo Burnett ManilaCountry: Philippines

Campaign Summary

McDonald's continually finds opportunities to strengthen its bond with families. With multiple fast foods competing for the target's attention, McDonald's aims to be the most relevant brand in the family's life. During "Undas" (The Day of the Dead) in the Philippines, families flock to cemeteries to be with their loved ones, even staying overnight. Food becomes all-important but getting it is difficult, with clogged roads and massive crowds. In the middle of the cemetery, we put up the McDelivery Pin, a 14-foot...

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