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McDonald's
Big Mac: Think With Your Mouth

RAN IN: United States

CLIENT
McDonald's

Marlena Peleo-Lazar, CCO
Diane Andreoni - Sr. Director, Creative
Lori Mannion - Mktg. Manager, Burger Category
Raul Reyes - Director, Burger Category

AGENCY
Translation *Lead Agency

Steve Stoute - Founder, CEO
John Greene - Sr. Partner, Chief Strategy Officer
Ryan Boblett - Assoc. Creative Director
Ben Gladstone -Group Acct. Director
Brad Harvey - Assoc. Creative Director
Sandi Preston - Strategy Director


OMD


SUMMARY

Clouded by a culture of overthink, the Big Mac - icon of the McDonald's menu - had been lost to a generation. By 2012, 1 in 2 18- to 24-year-olds had never ordered a Big Mac. Ever. We needed to get this audience to reconsider a product they have never been given a reason to care about. With a product truth that the Big Mac just tastes great, we challenged them to Think With Your Mouth. The campaign drove positive relevance and double-digit increases in product trial for Big Mac.

CASE VIDEO


Hero Medium: TV and Online Videos

Medium Featured On Video: Social Networking Applications,Interactive,Interactive

Audience: Millennials (18-24)

Objectives: Gain trial

Type: Business-to-Consumer

Classification: National

Language: English