McDonald's Turkey: Euro 2020 communication and national burger launch campaign

Tiber Uzunoğlu

McDonald's, a fast-food brand, launched the Milli Burger in Turkey to make a rapid impact by using sports in the food industry, and get the highest return in a short period of time during the National Team fixtures.

Campaign details

Brand: McDonald's Brand owner: McDonald's Entrant company: McDonald's TurkeyMarket: Turkey Sector: Restaurants & takeaways Media channels: Point-of-purchase, In-store, Gaming & in-game advertising, Packaging & design, Mobile & apps, Outdoor, Out-of-home, Public relations, Sales promotion, Word of mouth, Influencers, KOLsBudget: 500k - 1 million

Executive summary

We aimed to reflect the fast-impacting communication power of sports, and especially football, to our brand.

Market background & objectives

Due to its rapidly changing social structure, urbanisation rates and working hours, Turkey is a country where the fast...

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