McDonald's: Famous Orders

Tass Tsitsopoulos, Alysha Kishan

McDonald's, a fast-food brand, launched a campaign in North America to reverse the decline and see profitable sales and share growth, drive penetration by bringing younger, multicultural customers, and drive relevance.

Campaign details

Brand: McDonald's Brand owner: McDonald's Entrant company: Wieden + KennedyIdea creation: Wieden + Kennedy New York Market: United States Sector: Restaurants & takeaways Media channels: Merchandise & free gifts, Social media, Point-of-purchase, In-store, Public relations, Online video, Mobile & apps, Packaging & design, Radio & audio Budget: 10 - 20 million

Executive summary

McDonald’s in the US had lost touch with young and multicultural audiences that are the future of the category (any category) and needed a way back in. Entertainment partnerships...

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