For every take-away meal McDonald’s is adding a free burger in a specific craft paper branded “McSorry”. Customers will get the surprise of it when they get home and can read the following message on the wrap: 'despite all our efforts, we sometimes forget something. To be forgiven, here comes the McSorry. Enjoy your meal and see you soon #McSORRY’

Firstly, to launch the positive goodwill on the brand and encourage various media to talk about our operation, we sent over a PR Kit composed of a regular McDonald’s order (a burger, a drink, fries) and a McSorry. The purpose was to recreate the same good surprise experience that customers would have in restaurants.

During the campaign, to ensure a widespread sharing of this campaign, we created a unique hashtag for all digital environments: #McSORRY.

- 300 000 products offered in one week around 43 000 products offered a day.

source BAM

- Satisfaction rate: 80%

- Revisit Intention: 73%

- Likeability: 85%

source Ipsos InnoQuest