Bruce Roberts
Creative Director at TBWA\Chiat\Day New York
Zürich, Switzerland
TitleCelebrating 50 years of Big Mac
BriefTo celebrate the Big Mac's 50th anniversary, 50 different posters by 50 illustrators showed how things had changed between 1968 and 2018.
Agency
Campaign Celebrating 50 years of Big Mac
Advertiser McDonald's
Brand McDonald's
PostedAugust 2018
Business Sector Restaurants & Fast Food
Story McDonald’s has been famous for the Big Mac for 50 years – it’s not only the most popular product on the menu, it also accounts for almost 30% of core product sales, making it the most important. However, its staying power means it’s big with an older audience, but we were starting to see a decline in the growth of sales. In order to safeguard the future of the burger, we wanted to not only celebrate the 50th birthday but re-ignite the passion amongst our younger audience so the Big Mac would be around for years to come.
McDonald’s created two very special limited editions, the Grand Big Mac and the Mac Jr, which were only available for 5 weeks, so our objectives were clear
1. Drive brand affinity for the Big Mac with existing and new (younger) fans
2. Drive overall Big Mac sales across the 5-week window
We were faced with two briefs in one and two very different tasks. We drew on our years of campaign experience to define the principles of how to drive maximum sales across a short window, but we needed to drive immediate impact so we explored how icons are celebrated across the world and built principles of engagement. It wasn’t just about shouting the loudest – our campaign needed to be disruptive, sure, but also celebratory and fun, just like McDonald’s. However, a younger audience view icons in a different way – they need to fit into their lives in a creative, authentic way, as they view icons as an extension of themselves – so to be relevant, we needed to ensure our campaign was inclusive, interactive and sharable so that they could join in the celebration too.
We created the most iconic celebration for McDonald’s Big Mac 50th Birthday – smashing sales targets and re-igniting consumers’ passion around one of McDonald’s core menu items. We used a smart mix of broadcast and targeted media to ensure not only that everyone knew about our limited-edition burgers, but that they were going in and trying them for themselves. This campaign didn’t just act big, it delivered big.
Outcome: The proof was in the pudding – or in this case, burger. Our launch was so successful, the country sold out of Big Macs! Demand was so high on the opening weekend that all Big Macs sold out and some restaurants even had to shut down due to demand. Sales targets were smashed – with Grand Big Mac performing 128% over projection across six weeks. And the love was really showing – hundreds of comments were generated on social media and we doubled the share rate benchmark for the SnapChat filters. February IPSOS results show the Big Mac campaign drove 21% increase in the statement ‘Makes me feel good about the brand’ and 24% for ‘Increased my interest in visiting the outlet’ – after only two weeks of activity!
Execution: We developed a truly celebratory communications approach, deploying tactics to deliver undeniable impact and standout across all formats, bringing an added layer of iconicity to everything we did. In AV we ran a heavier weight campaign and longer second lengths, to launch the campaign with immediate impact. This was coupled with a heavy-weight out-of-home campaign which saw our standard 6-sheet campaign bolstered by a range of special builds, and bespoke formats in print, to really bring to life the different size burgers. The centrepiece of our campaign was turning the London’s Imax into a giant Big Mac – the capital was in no doubt this was a big celebration! We also developed SnapChat filters, which could be unlocked via a SnapChat found on Big Mac packaging, to bring the campaign to life right in the restaurant – making it customisable and infinitely shareable, to spread the word. Campaign Description: The Big Mac hadn’t seen significant marketing support for several years as it was a solid performer. Whilst it was well-known amongst an older audience, the younger generation was being drawn to the newer, promotional McDonald’s burgers. This was all down to the fact that these guys need instant gratification in an always-on, constantly changing world. They have short attention spans and are constantly searching out the new and exciting. The Big Mac is part of McDonald’s brand heritage. It’s intrinsically linked to the brand, so we needed to put it back into the spotlight with a birthday to remember, making it a viable choice for a younger generation. Personalisation and sharability would be key for resonance and cut-through.
Media Type Outdoor/Out of Home
Length
Holding Company
Production Company
Media Agency
Executive Creative Director
Creative Director
Senior Art Director
Senior Copywriter
Marketing Director
Illustrator
Illustrator
Global Chief Creative Officer
Senior Copywriter
Art Director
Agency Producer
Junior Art Director
Copywriter
Agency Producer
Illustrator
Illustrator
Illustrator
Illustrator
Director of Design
Art Director
Illustrator
Marketing Director for Brand, Experience and Media Ben Fox
Change Director for the UK & Ireland Steven Howells
Head of Marketing, Food and Beverages Michelle Graham-Clare
Marketing Manager, Food and Beverages Thomas O’Neill
Comms Planning Kathryn Howcroft
Comms Planning Lucy Johnson
Comms Planning Katie Griffiths
Display Investment Planning & Buying Peter Amiri
AV Investment Planning & Buying Alex Neary
AV Investment Planning & Buying Matt Burton
Biddable Planning & Buying Tatiana Serganova
Biddable Planning & Buying Ediz Osman
Biddable Planning & Buying Marco Gangitano
Digital Planning & Buying Loren Clarke
OOH Planning & Buying Helen Saffer
OOH Planning & Buying Vicky Marshall
Client Lead Victoria Reiz
Account Director Beth Watts
Senior Account Manager Ailsa McQuaid
Account Executive Andrew Rees
Senior Project Manager Emily Green
Creative Director Peter Heyes
Copywriter Blake Waters
Art Director Steve Robertson
Graphic Designer Paul Reddington
Planning Director Max Keane
Senior Planner Adriana Ferran
Planner Niall Moore
Agency Producer Michelle Hickey
Entrant Company OMD UK
Idea Creation OMD UK
Idea Creation LEO BURNETT LONDON
Media Placement OMD UK
Additional Company TALON

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