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McDonald's Restaurants of Canada Ltd.
Big Mac x Bacon Collaboration

RAN IN: Canada

CLIENT
McDonald's Restaurants of Canada Limited

AGENCY
Cossette *Lead Agency

Peter Ignazi, Global Chief Creative Officer
Simon Clancy, Group Creative Director
Carlos Moreno, Global Chief Creative Officer
Ed Morris, Creative Director
Troy McGuinness, Creative Director
Ben Duquette, Copywriter
Patrick Michaud, Creative Director
Kathy McGuire, SVP, Managing Director
Jordan Hamer, Associate Creative Director/Copywriter
Yvonne Li, Account Executive
Spencer Dingle, Associate Creative Director/Art Director
Oleg Portnoy, Designer
Jon Crowley, Strategy Director
Eric Wood, Designer
Serene Gaspar, VP, Group Account Director
Youri Hollier, Content Strategist
Lindsay Mertiri, Account Director
Scott McKay, SVP, Strategy
Barb Gibson, Agency Producer
Asmait Hailu, Account Supervisor


OMD


Weber Shandwick


SUMMARY

We used the return of the Big Mac Bacon as an opportunity to make McDonald’s a more attractive brand to one of their most allusive audiences - Young Canadians.  To attract these young trendsetters we created a collaboration between the Big Mac and Bacon, designing the entire campaign to look like an exclusive album drop.

CASE STUDY

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CASE VIDEO


Audience: Trend Setters (Skewed younger and more urban than traditional McDonald's target)

Objectives: Increase sales, volume

Type: Business to Consumer

Language: English