• Situation

A local brand -Mostaza- was growing and stealing some market share to McDonald’s. All their communication, based on its "Argentineness".

• Brief

McDonald’s needed a brand campaign to show that, even it’s an international brand, is part of the country. It’s a brand very loved by Argentines and very knowledgeable about their feelings, practically like any other Argentine.

• Objectives

To be considered by people as the most beloved brand in the world of fast food. To gain market share. To maximize the sponsorship of the Argentine football team.

McDonald’s main competitor, in Argentina, is not Burger King or KFC but a local brand: Mostaza. A brand that uses its "Argentineness" to make a difference with McDonald's. Although their business model, their products and everything else is an exact copy of McDonald's. But McDonald's is a brand that Argentines feel as their own, that generates a positive feeling in them (in the Argentines, in the Italians, in the South Africans,in the Japanese...). That’s why taking advantage of such an important event for Argentines as winning the World Cup, since McDonald's is an official sponsor of the national team, and doing so from the perspective of a restaurant that has witnessed so many events in recent history of the country, it was a unique opportunity.

Interactions +775%

Reach +561%

Brand Sentiment +96%

Positive Comments +94%

Top of Mind +2pts

Favorite Brand +2pts