McDonald's Australia: How re-invigorating the Big Mac as a modern icon helped 'mac' everything better

This case study demonstrates how McDonald's, the world's largest chain of hamburger fast food restaurants, proved to millennials in Australia that the Big Mac was still a relevant part of modern pop-culture by dramatizing the exclusivity of the Special Sauce that the burger is made with.

McDonald's Australia: How re-invigorating the Big Mac as a modern icon helped 'mac' everything better

Agency: DDB & Mango

Objectives

McDonald's most iconic products, their core range, account for a disproportionate share of overall business performance and brand equity1. As the McDonald's menu expanded over the years, it's most iconic products, their core range, needed to prove their relevancy more than ever.

Our challenge was to reinvigorate their most famous product and greatest contributor to sales2: the Big Mac.

However, we faced two main challenges:

Firstly, the next generation of burger eaters were going elsewhere. We...

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