The campaign was intent upon driving sales amongst frequent users of the brand by offering them a unique burger each week to encourage repeat visits. We created a simple and infectious mechanic that could run as a campaign and link the promotional products together - which allowed us to communicate the food, the mechanic and the urgency of the event.

We decided to sing about the burgers in the style of music you would associate with their hometown, with the cumulative effect being to create the feeling that ‘something big is happening at McDonald’s’.