McDonald's: My Happy Table

Arielle Brustein

QSR brand McDonald's grew top-of-mind awareness during Ramadan in Singapore with a digital activation that focused on those separated from their families in Malaysia because of COVID-19.

Campaign details

Brand: McDonald's Brand owner: McDonald's Entrant company: Leo BurnetIdea creation: Leo Burnett Singapore Market: Singapore Sector: Restaurants & takeaways Media channels: Online video, Point-of-purchase, In-store Budget: No budget

Executive summary

Many food-delivery services run Ramadan advertising campaigns in Singapore by targeting Muslim audiences to the exclusion of other audiences. McDonald’s is for everyone, and we believed that we could achieve cut-through with Muslim audiences and broader reach if we did something more meaningful than a typical Ramadan advertising campaign.

We put a...

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