McDonald's: Taste of Italy

Aditya Yudha Putra Pratama

Quick-service brand McDonald's used a multi-channel campaign in Indonesia to create awareness of its new menus and increase footfall to its restaurants.

Campaign details

Brand: McDonaldsBrand owner: PT Rekso Nasional FoodLead agency: Leo Burnett IndonesiaCountry: IndonesiaIndustries: Restaurants & takeawaysMedia channels: Games & competitions, Online video, Point-of-purchase, in-store, Social media, Television, Websites & microsites

Executive summary

In a market that is highly influenced by the digital era, where people are exposed to various types of content and trends, consumers tend to get bored easily and regularly look for innovations, even within the food category. In response, quick-service restaurants must always come up with new innovations to keep Indonesians interested and coming back...

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