McDonald's: Emily in Paris X McBaguette

QSR brand McDonald's grew sales and awareness in France through a Famous Order partnership with Netflix series Emily in Paris, boosted by social media and influencer content.

Campaign details

Brand: McDonald's Brand owner: McDonald's Entrant company: TBWA/ ParisIdea creation: TBWA/Paris Market: Global Sector: Restaurants & takeaways Media channels: Social media, Word of mouth, Influencers, KOLs, Outdoor, Out-of-home, Point-of-purchase, In-store, Online video, Competitions & contests, Mobile & apps, Packaging & designBudget: 1 - 3 million

Executive summary

The first Famous Order from a fictional character

The Famous Orders concept which turns celebrity favourite go-to McDonald’s products into meal people can buy was a great vehicle.

Because Famous Orders has become a cultural...

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