Cannes Lions

Big Ma❤️

LEO BURNETT PANAMA, Panama City / MCDONALD'S / 2024

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Overview

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Credits

OVERVIEW

Background

A mother is always there, but not today at McDonald’s. 68% of youngsters in Panamá prefer to eat here alone with their friends. To encourage families to visit us again On Mothers day, we invited them to visit us again with a very special burger

Idea

BIG MA❤️

The Classic Big Mac® served in a special pack to honor the greatest there is.

Kids simply had to bring their mothers to our restaurants and with each meal purchase

We gave them a Big Ma❤️ for free

“A Burger Made with Love”

Strategy

We launched the invitation on social media platforms using curated influencers targeting youngsters remembering them the importance of our mothers and how mothers day is all about honoring them and spending quality time with them. The promo was communicated organically in a non traditional / conversational format that really connects with this audience. "With each meal purchase, we gave them a Big Ma❤️ for free".Because simple things that come from the heart are te ones that really count.

This was really important, because the whole idea is about spending quality time together.

Execution

The invitation was announced 4 days prior to mother day on TikTok and Instagram using curated influencers that are part of the brand's roaster.

It was launched organically in a conversational format trying to be consequent to the platforms tone.

The videos started to work their way organically hyping the promo more and more

On mothers day we posted the activation in our own platforms to close the communicational cycle and remember everyone.

The activation was implemented in the 3 most busiest McDonald's in Panamá simultaneously that day.

The brand activation was shared on real time making our restaurants the platform and our packaging the ad.

Local Media Channels like MEDCOM AND TVN documented the activation for amplification

Outcome

Total Reach:

+1.5 Million Reach