Big Mac is McDonald’s and arguably the worlds, most famous burger. Yet as the McDonald's menu expanded over the years, Big Mac needed to prove its relevancy amongst the next generation of burgers eaters.

In a world first, we helped Big Mac re-enter popular conversation by taking the most iconic part of the burger, the Special Sauce, to millennials to do what they wanted with it, to #macitbetter

Not only did this generate a record 3.8 billion PR impressions and deliver a return of $16.64 per dollar spent, but it also helped to ‘mac’ things better across the business overall.