McDonald's Canada: From American Import to "As Canadian as Possible Under the Circumstances"

McDonalds, a quick service restaurant, launched a case study on how an American import demonstrated deftness, subtlety and adaptability in order to build affinity in Canada.

Campaign details

Brand: McDonald's CanadaAgency: Cossette

Executive Summary

You'd be hard pressed to find a more recognizable 'distinctive asset' than the Golden Arches.

But for all its ubiquity, there's only one country that the founder, Ray Kroc, ever allowed...

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