McDonald's: Bringing back the Big Tasty

Fast food giant McDonald's captured the hearts of South African consumers by reintroducing the much-loved Big Tasty burger.

Campaign details

Brand: McDonald'sBrand owner: McDonald'sLead agency: Mirum Agency SouthContributing agencies: OMDCountry: South AfricaIndustries: Restaurants & takewaysMedia channels: Online display, Online video, Social media, Websites & microsites, Word of mouth, advocacyBudget: Up to 500k

Executive Summary

In 2016, the Mirum South Africa agency was briefed by McDonald's South Africa to develop a digitally focused and driven campaign to relaunch the limited time offer (LTO) premium burger the Big Tasty.

The South Africa market has seen an increase in existing competitor activity as well as new entrants into...

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