McDonald's Malaysia: Mekdi. Every Malaysian's McDonald's

Kunal Roy, Sarthak Ranka

QSR brand McDonald's embraced its local identity in Malaysia with a multi-channel campaign that saw it shed its outsider label and take a big step towards becoming a cultural brand.

Campaign details

Brand: McDonald's MalaysiaBrand owner: McDonald'sLead agencies: Leo Burnett, MalaysiaContributing agencies: OMD, MalaysiaMarket: MalaysiaSector: Restaurants & takeawaysMedia channels: Mobile & apps, Packaging & design, Websites & microsites, Virtual & augmented realityBudget: Up to 500k

Executive summary

Identity is the very core of any brand, and when identity comes into question there is not much a brand can do. However, by tapping in to a cultural insight that Malaysians had given it an affectionate nickname, quick service restaurant brand McDonald's Malaysia overcame its identity issue...

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