McDonald's Australia: Sauce Quest – Only Enough for the Superfans

McDonald's, a QSR, launched a sauce quest across the internet and stores in Australia to increase McNuggets sales and buyers and generate buzz and fame.

Campaign details

Brand: McDonald's Brand owner: McDonald's Entrant company: DDBIdea creation: DDB Sydney Market: Australia Sector: Restaurants & takeaways Media channels: Online video, Word of mouth, Influencers, KOLs Budget: Up to 500k

Executive summary

McNuggets are an iconic Macca’s menu item. But in a highly competitive chicken market, adults were turning to other options and forgetting their love for Nuggs.

While Nuggs may have been overlooked, some of Macca’s dipping sauces had amassed a cult following with communities of superfans hungry for their release…...

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