Summary
2018's campaign to mark Big Mac®'s 50th birthday and limited-edition Big Mac® products was McDonald's biggest ever sales promotion so expectations for 2019's Big Mac Bacon® promotion was high.
We needed to drive conversation, maintain momentum and entice people into restaurants to help drive sales.
So pre-empting the arguments about tampering with a well-loved, time-honoured classic recipe, we asked the question if Big Mac® Bacon was still a Big Mac® and built the debate into the heart of all our comms.
The campaign resulted in McDonald's UK's most successful piece of content of all time and saw sales targets...