Ice cream is consumed in summer. At McDonald's, ice cream has gone beyond the seasons and is consumed all year round, as a dessert.

Like the iconic McDonald's products, the ice cream has become a classic. Its shape, its toppings, the creaminess of its ice cream are recognizable, there is no need to say that it is McDonald's ice cream, consumers recognize it immediately. Ice cream has become iconic at McDo and recognizable among 1000!

The main challenge was to succeed in representing the irresistible greed of McDonald's ice creams by working only with the ice cream aspect and the toppings, no other clues were needed to make them recognizable.

Objective : To regain pre-crisis Covid performance and establish a leadership position in the frozen dessert market.

As the campaign was released on December 1, 2022, we do not yet have the hindsight to quantify its effect on sales.

On the other hand, we do know that McDonald's market share increases significantly : +3.7 points in the ice cream IEO sector: 48.4% (vs. comparable year 2019 - before Covid) when the main competitor increases by 3.2 points for 8% of PDM.

This indicator therefore leads us to believe that the campaign is boosting sales more strongly than those of our competitors.