Campaign details

Brand: McDonald's
Brand owner: McDonald's
Lead agency: OMD Taiwan
Country: Taiwan
Industries: Restaurants & takeaways
Media channels: Online video, Social media, Word of mouth, advocacy
Budget: Up to 500k

Executive summary

In autumn 2017, McDonald's launched a new limited-edition shrimp burger on sale for only one month. However, its main competitors had dominated the category of shrimp burger products for a long time and were more entrenched in it. Thus, the challenge would be to boost product awareness, stimulate curiosity and pique desire to taste it within the short promotional period.

The target audience were millennials in Taiwan. Most of them are netizens, like to create their own text-speak to communicate, and to voice their observations and opinions about social issues.