McDonald's: Mekdi – Every Malaysian's McDonald's

Fast-food chain, McDonald's, sparked a national conversation to help people see the brand as one of their own with its Mekdi campaign in Malaysia.

Campaign details

Brand: McDonald'sBrand owner: McDonald'sEntrant company: Leo Burnett Kuala LumparIdea creation: Leo Burnett Kuala LumpurMedia: OMD Petaling JayaMarket: MalaysiaSector: Restaurants & takeawaysMedia channels: Events & experiential, Public relations, Social media, Virtual & augmented reality, Websites & micrositesBudget: Up to 500k

Executive summary

Despite serving Malaysians for more than 30 years, McDonald's was still not a part of Malaysia's food culture. Especially, among grassroots Malaysians who saw it as a shiny global brand that they visited for special occasions but refrained from embracing...

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