McDonald's: From American import to 'as Canadian as possible under the circumstances'

McDonald's, a fast food restaurant brand, launched a campaign to improve brand scores, with a new brand promise: Delicious Feel Good Moments that Unite Our Differences.

Campaign details

Brand: McDonald's CanadaAgency: CossetteCountry: Canada

Why is this work relevant for Creative Strategy?

This paper begins in 2015, when the US and Canada were heading towards a cultural inflexion point.

It shows how strategy helped McDonald's,...