The Big Mac is not only the most iconic product of McDonald's, but also in terms of sales share our most important one.
Marketing Objective: Reinforce awareness and brand love by celebrating the 50th anniversary with the Swiss.
Communications Goal: Show how much the iconic Big Mac has become a piece of everyday culture, an irrevocable pillar in everyone's life.
N.B. next to the 50 year Big Mac Brand campaign, McDonald's Switzerland also runs 2 Big Mac food events in 2018: Mac Jr, Big Mac, Grand Big Mac in CW 7-13 and Big Mac Bacon in CW 40-44
The fans of the Big Mac are a very heterogeneous target group and since the Big Mac turned 50, we covered exactly 50 different categories such as cars, music, culture, society, technology etc.