McDonald's Singapore: Nasi Lemak Burger – Just for you, Singapore!

Jae Buenafe

Quick-service food brand McDonald's used a multi-media campaign to create buzz around the launch of its new Nasi Lemak Burger in Singapore and encourage purchase.

Campaign details

Brand: McDonald's SingaporeBrand owner: Hanbaobao Pte. Ltd.Lead agency: OMD SingaporeCountry: SingaporeIndustries: Restaurants & takeawaysMedia channels: Newspapers, Online display, Online video, Outdoor, out-of-home, Radio & audio, Social media, TelevisionBudget: Up to 500k

Executive summary

Singapore is celebrating its 52nd National Day, and with the patriotic flag flying high from July to August, quick-service brand McDonald's wanted to pay homage to what makes a Singaporean… Singaporean – by 'going local' with a unique burger inspired by our rich and diverse local cuisine.

Never in our wildest dreams...

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