Cannes Lions

Big Mac x Bacon Collaboration

COSSETTE, Toronto / MCDONALD'S / 2018

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Overview

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Credits

Overview

Description

We positioned the Big Mac x Bacon as the hottest collaboration of the year, rivaling the likes of Adidas and Kanye. Teaser ads intrigued consumers, leading up to the reveal of the Big Mac x Bacon through a mass campaign all designed to emulate the fashion and music collaborations our youthful target reveres. And only one of the most culturally-ingrained brands in the world could credibly play off the collabs its target takes so seriously.

Execution

The campaign aesthetic was built around a high-contrast black and white theme with bold typography and lifestyle imagery. This look was a striking departure for McDonald’s, and was strategically used to fit among the fashion and lifestyle brands the campaign played off, as a misdirect before the Big Mac x Bacon was revealed. This treatment was carried through TV, out of home, social, and even in-restaurant collateral, packaging, and merchandise across all of Canada. The commitment to the design was integral to executing the idea of the campaign and its resulting success.

Outcome

Thanks to the bold and unexpected look for McDonald’s, the Big Mac x Bacon campaign reached a difficult target audience by speaking their own language. The teaser ads gained buzz all over social media, being mistaken for clothing lines and hip hop albums, and the overall campaign generated more than 650 million impressions. Most importantly, the campaign increased Big Mac sales by 13%, an impressive lift for one of McDonald’s best selling products.

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