The campaign as a whole has seen a 4% sales uplift in 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.

In order to amplify the current campaign further (beyond the TV and print campaign already live), we implemented a digital ‘special build’ on a busy street in London. The digital site was selected specifically for its creative requirements (being at head height) and, more importantly, for its high footfall: with commuters going to and from offices in the City of London.

As a key contributor of sales, McDonald’s core products sit at the heart of the company's business. McDonald's success depends on how well it continues to strengthen its core products and expand the corresponding customer base.

Of these ‘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. Two beef patties made from 100% British and Irish beef, special sauce, cheese, gherkins, lettuce, onion and a three-part bun; there is nothing else like it. So when you want one, nothing else will do.

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.