McDonald's: Thanks for the Sweet and Sour Sauce

When McDonald's classic sweet and sour sauce was temporarily imported from a different country due to a shortage of the sauce, the slight difference in taste triggered a backlash from loyal fans, who even refused to eat it.

Case details

Brand: McDonalds

Brand owner: McDonald's / Ho Tak Chang Co., Ltd., McDonald's authorized developer

Main agency: Leo Burnett Limited

Main agency holding group: Publicis Groupe Taiwan

Launched in: Taiwan

Industry: Food & Catering

Media channels:

Budget: less than 100,000

Case Summary

How to turn a crisis into an opportunity? Making good use of social media opinions is the key! When McDonald's classic soy sauce was temporarily changed to a different country of import due to a shortage of sauce, the slight difference in taste triggered a backlash from loyal fans,...

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