McDonald's: Emily in Paris X McBaguette

Julia Montagu

QSR brand McDonald's grew sales and awareness in France through a Famous Order partnership with Netflix series Emily in Paris, boosted by social media and influencer content.

Campaign details

Brand: McDonald's Brand owner: McDonald's Entrant company: TBWA/ ParisIdea creation: TBWA/Paris Market: Global Sector: Restaurants & takeaways Media channels: Social media, Word of mouth, Influencers, KOLs, Outdoor, Out-of-home, Point-of-purchase, In-store, Online video, Competitions & contests, Mobile & apps, Packaging & designBudget: 1 - 3 million

Executive summary

The first Famous Order from a fictional character

The Famous Orders concept which turns celebrity favourite go-to McDonald’s products into meal people can buy was a great vehicle.

Because Famous Orders has become a cultural...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands