McDonald's Shrimp Burger: "Shia" is everywhere

Fast-food outlet McDonald’s used an influencer-led social media campaign to launch and drive sales of a limited edition shrimp burger in Taiwan.

Campaign details

Brand: McDonald's TaiwanBrand owner: McDonald'sLead agency: OMD TaiwanCountry: TaiwanIndustries: Restaurants, takeawaysMedia channels: Online video, Social media, Word of mouth, advocacyBudget: Up to 500k

Executive summary

McDonald's is the leading fast-food brand in Taiwan. In autumn 2017, it launched a limited edition seasonal product, the shrimp burger. However, its main competitors had produced shrimp burger products for a long time and those were more famous. Thus, we needed to raise awareness of the product to stimulate people's curiosity to taste it.

Following findings from of the target audience...

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