McDonald's: Famous Orders

Andrew Raine, Alysha Kishan, Tass Tsitsopoulos

Fast-food brand, McDonald's, brought a youth audience back to its restaurants and created an engine of growth for the brand with its Famous Orders campaign in the US.

Campaign details

Brand: McDonald'sBrand owner: McDonald'sEntrant company: Wieden & Kennedy New YorkIdea creation: Wieden & Kennedy New YorkMarket: USASector: Restaurants & takeawaysMedia channels: Merchandise & free gifts, Online display, Online video, Public relations, Radio & audio, Social media, Television & Connected TVBudget: 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 it needed a way back in. Entertainment partnerships can fast-track cultural credibility but risk the brand looking desperate....

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