The brief was to increase brand love by celebrating iconic brand features and to increase frequency amongst our entire customer base in the long term.

Iconic Stacks – A series of text only, unbranded images that remind customers of their favourite McDonald’s products, without every showing or mentioning the products or the McDonald’s brand.

We realised that certain McDonald’s products are so iconic, customers know exactly what they are from the ingredient profile alone.

To demonstrate that the most powerful connection customers have to our products are forged in their own mind over time, we created unbranded, text only images with no logo – designed to remind customers of their favourite McDonald’s products.

Each execution featured one of McDonald’s core products (Big Mac, Sausage & Egg McMuffin, Fillet-o-Fish) represented as just a simple list of ingredients. The redacted and graphic nature exudes the confidence McDonald's and its iconic products deserve

We removed all recognisable branding from the ads to allow for the customer to create the link themselves.

The stacked words, with very deliberate leading and kerning, as well as colourways sampled from the products themselves, resulted in a finished product that created a delicious image of the burger in consumers’ minds.

Worldwide press coverage with online readership of 14.9m.