Placing a product or a brand in a motion picture in one thing, placing the brand and the customer experience in the deep heart of the narrative is another. We had to imagine what part could McDonald's play in the series, and then pitched the idea to the authors.

During the release of the episode: A drop of a McBaguette x Emily In Paris order in the brand's restaurants in France only to reinforce this feeling of French exclusivity.

Those 2 strategies combined brought the attention of influencers from all over the world and generated huge conversations.

The iconic sandwich McBaguette was launched in 2012. In 2022, we needed to relaunch it with a new perspective.

How do we make of this launch an opportunity to serve both business and reputation of McDonald’s?

We explored new channels, new ways to spread the word that the Mc Baguette was out, and in the meantime remind the assimilation of McDonald's in France.

Blurring the lines between fiction and reality to activate French pride around McDonald's France by entrusting the McBaguette launch campaign to the most French of American advertisers: Emily Cooper!

Emily in Paris, the ideal context: A romanticized vision of the French way of life makes the whole world dream... while entertaining the French! A program:

- Featuring Americans who discover things in France they never imagined

- Massive enough to ensure sufficient national reach

-That is already generating discussions about French pride

-Innovative enough to build the McDonald’s brand love and with strong prescriptive power to drive restaurant activity.

-And on which McDonald's is not expected at all!

Bring the series to life, by creating a McBaguette x Emily In Paris order in the brand's restaurants in France.

But only in France in order to reinforce this feeling of French exclusivity and make the whole world jealous and craving for the menu.

7 min of integration of the McDonald's France customer experience and its famous McBaguette product in the script of the first episode of Emily in Paris season 3! The campaign integrated by Darren Starr's showrunners in writing was seen by millions of viewers worldwide on December 21, 2022 (and taken as a scripted invention by viewers in foreign countries!) Shot in May/June 2022 in one of the world's most important McDonald's restaurants (Champs Élysées), the campaign required a flawless production organization to keep it secret.

During the release of the episode: A drop of a famous McBaguette x Emily In Paris order in the brand's restaurants in France only to reinforce this feeling of French exclusivity.

Launch of a massive TV/Digital/Social/Events campaign for three weeks to generate more attention and conversations.

France media campaign: 87% reach in the 15-49 age group

Discussions generated:

Twitter: McBaguette in Top Tweet France on the two days following the release of the series.

+1067% impressions of #McBaguette

+ 1165% reach of #McBaguette vs Nov 2022

Tiktok: 30M organic views on videos posted by users.

Google searches: +6567% of McBaguette queries on Google on the day of the episode release

Sales: +25% of McBaguette sales over the com period vs. Oct 2022

PR: About 50 press coverage at the international level