How McDonald’s taps into the power of courageous creativity

Maya Yegorova

McDonald’s, the quick-service restaurant chain, has leveraged creativity and cultural connection to deepen its relationship with consumers.

McDonald’s, the quick-service restaurant chain, is using creativity to deepen its relationships with consumers in ways that take the brand well beyond a short-term, transactional mindset.

More specifically, the company has benefitted from targeting its most loyal audiences and then embracing calculated risk in its messaging, as shown by initiatives such as:

  • the “Famous Orders” campaign, which asked celebrities to detail their go-to orders, and inspired consumers to do the same;
  • a “Raise Your Arches” campaign, first released in the UK before extending to 35 markets;
  • introducing an “adult” Happy Meal in December 2023.

“It's very easy to...

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