McDonald’s converted the entire Khaleej Times front page to the language that is relevant to the flavor. The front page content converted into Asian at the time of the Asian burger launch. Arabic content at the time of the Arabian flavored burger and Mexican content at the time of the Mexican burger launch. Following the front page, there will be a reveal of the burger or communication message.

Khaleej Times creative implementation increased trial by 51%, 77% of the surveyed readers recalled the Ad. The effect of the Ad generated significant word of mouth and sandwiches were out of stock by the second week.