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...