To strengthen the global influence of the McDonald's brand and grasp the iconic nature of the 'M' in everyday life, it's crucial to recognize its impact on consumers' purchasing choices. We have developed a series of outdoor advertisements designed to illustrate that even subtle cues can trigger significant responses in our customers. These signs effectively tap into the cravings of our consumers, addressing a hunger that McDonald's can only satisfy. The campaign aims to highlight how deeply embedded our brand is in the public consciousness and how simple visual prompts can directly increase customer engagement and sales.

Working on its brand's presence in people's lives, McDonald's observed a 6.5% increase in the number of individuals visiting its stores during the campaign period compared to the previous year. There was also a notable impact on sales, with a 12% growth comparing the same period. With this consumer truth expressed in the campaign, McDonald's also strengthened its relationship with consumers in Brazil. There was a 2 percentage point increase in the favorite brand index compared to the previous quarter, a significant outcome for the market-leading brand, expanding its advantage to over 27 percentage points compared to the main competitor.