The initiative builds on the insight that people see the Big Mac as more than a burger. It’s a pop icon with thousands of fans. But despite its iconic status, the Big Mac is old news and leaves fans with little to talk about.

Our objective was to have fans rediscover their love for the Big Mac. To do that, we had to give them a new opportunity to share their affection. In a playful way that would feel credibly McDonald’s and once again have fans say: i’m lovin’ it.

Within sports and music fans wear their idols on their sleeves. So, why not let Big Mac fans do the same? Behave like a modern pop icon, we decided to let Big Mac open its first official online shop with a specially designed Big Mac clothing line. A humorous lifestyle statement perfectly suited for its fans’ social and digital behavior.

The designs for The Big Mac Shop needed to be fun and playful. The result was a minimalist pattern of sequenced Big Macs on white background, which we applied to a range of products. The Big Mac is always printed to scale 1 to 1.

We looked for inspiration in fan behavior within various areas of pop culture - such as sports and music. This lead us to ban the obvious, predictable fan merchandising such as mobile phone covers and t-shirts: The Big Mac Shop items had to be so quirky that only genuine fans would wear them, but fun enough to for everybody to want to share.

Some of the products are developed in collaboration with relevant local brand partners – e.g. CRAFT thermal underwear.

We’ve even created a unique packaging design which ties together the entire product range in a minimalist look using McDonald’s red brand color.

• In just 1 week, the campaign had a reach of 200 million people, generating a total of +50 million SEK in Earned Media (5.5 mill. Euro). After 6 months this number had increased to 75 mill. SEK (8.1 mill. Euro).

• In just 1 week, The Big Mac Shop had welcomed visitors from 150 countries.

• In just 1 week, it had been covered in +250 articles in international news and lifestyle media

• Now shipping products to 6 continents. New Big Mac designs are currently in production and the shop is proving sustainable not just as ecommerce platform but for innovation that allow McDonald’s to engage with fans in new and relevant ways.