Campaign details

Advertiser: McDonald's Hungary
Agency: Noguchi Porter Novelli

Summary

Amid the emerging refugee crisis, a radical right-leaning women's group organized a protest inside the largest McDonald's in Hungary, located at the Nyugati railroad station in Budapest. They claimed to be advocating for their 'restricted' breastfeeding rights, but also referred to the growing number of refugees near the station, and 'un-restictedly' eating at the restaurant. We needed to handle the issue, defuse the protest, and take the opportunity demonstrate that McDonald's is an inclusive, family-friendly space for everybody. We executed the campaign so successfully that, in addition to increasing brand preference, we channeled the radical group's agenda into a constructive national debate.

The situation