McDonald's: #SmileAfterSmile for 20 years

McDonald's, a fast food company, successfully increased brand awareness and affinity by throwing a year-long anniversary party in Romania.

Campaign details

Advertiser: McDonald's RomaniaAgency: MSLGROUP The Practice

Why is this campaign award worthy?

20 years of McDonald's in Romania could have been an ordinary anniversary campaign. And #smileaftersmile just a simple hashtag. Ultimately, it turned out to drive not only a healthy growth for McDonald's brand in Romania but went on to transform 2015 in the best year in terms of company's business results in the past two decades. Moreover, its impact has been recognized locally, as it was awarded best corporate communication campaign in 2015 (Gold Award for Excellence at Romanian PR Awards).

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