McDonald's: The Travis Scott Meal

McDonald's, a fast-food restaurant chain, launched the 'Travis Scott Meal' in the US, to build the brand, drive traffic with multicultural youth and reverse sales decline.

Objectives

The brief from the clients was: 'Build the brand and drive traffic with multicultural youth'.

While a decline with multicultural youth had happened over a period of years, McDonald's wanted the turnaround to be more immediate. With budgets slimmed...