In 2024 McDonald’s wanted to stand out as a beacon of reliable feel-good. With finances tight for many families McDonald’s had become the last affordable treat.

We found that customers were gravitating towards their favourites and our iconic Fries were more popular than ever.

Our brief was simple: Showcase McDonald’s Fries & celebrate the iconic role they play in culture.

We realised McDonald’s Fries are so iconic, they’ve become THE cultural reference point. From emojis to gaming to anime, and every other corner of culture - when you see Fries, they’re based on McDonald’s Fries.

Rather than hide from this truth, we celebrated it.

Across OOH, press and an activation that invited fans to send us Fries icons on social for a chance to win the real thing.

Shining a light on McDonald's authentic role in culture and reminding everyone that McDonald's Fries are 'The Original Icon'.

By tapping into an insight that resonated with McDonald’s fans across the nation, our campaign drove 100% positive sentiment, and exceeded the social engagement rate benchmark by 400%.

Social channels were flooded with fans sharing Fries emojis and images of Fries in culture that are based on McDonald’s – reinforcing the iconic role McDonald’s plays in culture as well as driving incremental sales for a delicious core menu product.