McDonald's: From American import to 'as Canadian as possible under the circumstances'

McDonald's, a fast food restaurant brand, launched a campaign to improve brand scores, with a new brand promise: Delicious Feel Good Moments that Unite Our Differences.

Campaign details

Brand: McDonald's CanadaAgency: CossetteCountry: Canada

Why is this work relevant for Creative Strategy?

This paper begins in 2015, when the US and Canada were heading towards a cultural inflexion point.

It shows how strategy helped McDonald's, the ultimate American import, demonstrate deftness, subtlety and adaptability in order to build affinity with a country that whilst next door, is a cultural opposite.

This is a story about steering the ship away from an iceberg, towards the heart of a nation.

About choosing to reflect the spirit of Canada in all its complexity, choosing the...

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