In Quebec, as elsewhere, many people take advantage of the Easter long weekend to visit family and friends. There was therefore an opportunity to create a connection between this holiday (associated with travel) and McDonald’s (a restaurant chain that many people go to when they’re on the road).

McDonald’s used the Big Mac, its most iconic menu item, to create a simple Easter-themed visual that appeared in print, on social media, and in-restaurant signage. The image was of a close-up of a hamburger bun with sesame seeds shaped like eggs, a traditional symbol of Easter, evoking a much-beloved activity associated with the holiday—the Easter egg hunt.

The simple visual helped put the McDonald’s brand front and centre during a major holiday, where all the main QSR competitors try to win the hearts of consumers.