Of the McDonald’s core products, the Big Mac is the ultimate and most desirable. It’s the first product that most people think of when you mention McDonald’s. And when you do think of it, it’s pretty hard to stop thinking about it, because it looks and tastes like no other burger.

The key marketing objective was to ignite love for the Big Mac amongst the core male audience, specifically younger males who do not usually choose the Big Mac.

The Big Mac is the first product that springs to mind when you think of McDonald’s. And when you start thinking about one it’s pretty hard to stop thinking about one because it looks and tastes like no other burger.

To illustrate this point we implemented digital special build billboards on busy London streets. The moment a passerby saw the image of the giant Big Mac on the billboard it immediately produced a thought bubble of a Big Mac above their head. That thought then followed them around and proved very tricky to shake off.

The campaign has seen a 4% sales uplift. Which is a serious amount of Big Macs. Campaign tracking has also showing a strengthening of brand engagement amongst 16-24 males (71% of recognisers vs. a 57% average); and above average levels of ‘motivation to visit/buy McDonald’s’ with 35% of total campaign recognisers expressing said motivation.

The creative execution was relevant to the product simply by bringing to life in an innovative, attention grabbing and surprising way the campaign strategy: THE BIG MAC. SEE ONE. WANT ONE.