Client: McDonald's UK & I
The arrival of McDonald’s World Menu Heist – a menu that saw eight global items available in the UK for a limited period - was hotly anticipated. But new HFSS/ LHFD* restrictions landing the same week as the launch limited the products that could be talked about via paid media. Our solution was to lean into the creator community to do the talking for us. Our unique and layered immersive launch event put creators at the centre of our storytelling, allowing them to be the first to taste the new menu and the first to share the news. The event was attended by 100s of creators who generated multiple pieces of content about our LHFD menu free of charge, generating a huge of volume of organic content that helped make up for the deficit left in the paid media plan. The results? 11million+ organic views and #3 trending term on Google before any other marketing channels went live. The mix of authentic, creator and fan-first content (with no reliance on traditional paid media amplification) helped smash sales forecasts with McDonald’s CMO crediting early sales to our campaign. (* HFSS: products high in fat, salt or sugar; LHFD: ‘Less Healthy Food and Drink’)
