Project description: McDonald’s Italy used a traditional Italian ingredient into the recipe of two sandwiches: “Boscaiolo” (woodcutter) and “Tirolese” (mountainous Italian region). Both sandwiches have adopted Italian typical names in order to bring closeness to Italian customers.Communication Objectives: To drive the consumer to try the new McMountain sandwiches while insisting on their appealing different tastes as well as reinforcing the positive brand values related to the true Italian culture.