It’s clear that consumers and marketers alike are lovin’ it, because the 2022 Effie Index revealed that McDonald’s earned the coveted title of Most Effective Brand for the second year in a row. In celebration of the brand’s big win in the most comprehensive global ranking of marketing effectiveness, we’ve compiled a few of our favorite Effie-winning McDonald’s cases from the past Index cycle.
McDonald’s Famous Orders
Lead Agency: Wieden + Kennedy NY
Contributing Companies: The Narrative Group, ALMA DDB, IW Group, Burrell
Effie Awards Won: 2022 Gold US Effie Awards in the Restaurants, Integration & Entertainment Partnerships and Youth Marketing – Services categories, 2022 Effie US Grand Contender
In 2020, McDonald’s found itself facing a critical issue—the new generation of multicultural youth had counted them out. Based on the insight “we all have a go-to McDonald’s order,” Famous Orders turned going to McDonald’s into a cultural event. We asked our most famous fans for their order (Travis Scott, J. Balvin, BTS, and Saweetie), and made it possible for their fans to order them. The results? A cultural property that youth flocked to and that brought in hundreds of millions of incremental sales.
Enjoy complimentary access to this full case study in our Effie Case Library through August 1, 2023.
Funboxing, el primer unboxing de un restaurante
Lead Agencies: DDB Colombia, Trineo.TV
Contributing Company: Go! Together
Effie Awards Won: 2022 Gold Columbia Effie Awards in the Restaurantes y Comida Rápida and Marketing Experiencial – Productos categories.
McDonald’s hosted their first ever “unboxing” of a restaurant to introduce its new location in Parque de la 93 in Bogota, Colombia. This big idea captured the attention of customers and influencers alike, driving over 13,000 people to participate in the event in real-time—making it possibly the most attended restaurant opening in Columbia. Additionally, this event turned a regional McDonald’s opening into national news.
Enjoy complimentary access to this full case study in our Effie Case Library through August 1, 2023 (in Spanish/en español).
How We Got Customers Lovin’ It And Kept Them Lovin’ It, No Matter What
Lead Agency: Leo Burnett
Contributing Company: OMD
Effie Awards Won: 2020 Gold UK Effie Award in Sustained Success – Services
Facing a catastrophic PR crisis, category fragmentation and COVID-19, McDonald’s UK had to re-earn their place in the heart of the nation and never let go. Over 15 years, they established, expanded and elevated their approach to overcome any challenges that came our way. This long-term, adaptable campaign drove brand, customer visit and sales growth, delivering a total £4.7 billion of additional net revenue
See the full case when you sign up for the Effie Case Library.
See all of 2022’s most effective agencies, marketers, brands, networks, and holding companies at effieindex.com.
