Unlike other markets, McDonald's ranks second in the QSR race in the Puerto Rico market, its main competitor (BK) has more restaurants and 3x the budget to spend on advertising.

The Brief: Develop a brand campaign that breaks with the way other QSRs present their products across different platforms, including TV, OOH, Digital, Social Media, Print and restaurants.

In a category where products look almost the same, McDonald's needed to create a campaign that had a great visual impact to disrupt clutter of hard-sale advertisements and traditional product shots.

This campaign aired in the Puerto Rico Market (3.5 million people) on TV, Restaurants, OOH, Digital Media, Social media, Print.

The Golden Arches are one of the most recognizable brands logos in the world, that’s why McDonal’s called upon their most iconic asset and used it to create a visual language.

This language was applied to products and ingredients and was brought to life in the form of both icons and patterns. The arches become the mound of frosty fluff on top of a McFlurry, turned on their side and piled up in rows, they mimic McDonald’s McFries, with a few more twists and turns, they become a pile of hotcakes.

The McDonald’s name doesn’t even appear in its entirety. Simultaneously, the multiple arches convey another message: “Mmmmmm.” A fun lighthearted way to communicate the playfulness of the McDonald’s brand.

In a category where all food and ingredients look the same, McDonald’s used their most iconic asset, the Golden Arches to create a flexible visual language to depict every item and ingredient on their menu.

The arches became the mound of frosty fluff on top of a McFlurry. Turned on their side and piled up in rows, they mimic McDonald’s fries. With a few more twists and turns, they become a pile of hotcakes. The McDonald’s name doesn’t even appear in its entirety. Simultaneously, the multiple arches convey another message: “Mmmmmm.”

The graphic and reductive nature of this design system allowed for it to be applied across any of McDonald’s touchpoints, working on both small and large scale media placements. The campaign ran on TV, social, in-restaurant, OOH and print.

With the creation of this new visual identity, we reaffirm McDonald's longevity with its products and packaging, allowing us to continue on building new and different ways of connecting with our consumers.

The consumer experience is one of our pillars, this visual language allows them to identify and even order their favorite products from the McDonald's menu in a fun way.

The Mmmm campaign transcended from billboards and commercial spots to media publications around the world, inserting itself once again into pop culture.

The campaign launched just weeks from the first lockdown due to the pandemic industry, people were drawn by uncertainty and restaurant visits were in decline in the category. However there was a substantial increase in sales through McDelivery thanks to the campaign efforts.

The Mmmm campaign definitely broke the landscape of hard-sale advertisement exceeding all expectations.