Italy is the land of food and with the gourmet burger restaurants phenomenon, eating hamburgers in Italy, especially in Milan, has become something for by refined palates seeking quality and an increasingly more sophisticated offering.

In this context, McD’s is considered to be just a low quality food provider.

The main objective of the campaign were:

1. Change consumer perception about McD’s food quality;

2. Improve McD’s image.

We decided to demonstrate with a social experiment how much their opinion on McDonald's burgers is affected just by the atmosphere and the environment in which it is served.

The campaign, which is still ongoing, had an immediate PR success and the brand gained a positive high momentum.

The news has been reported by the major National Newspaper and food blog.

Digital results: almost 90.000 unique visit for the dedicated area in McD’s website, for a total of more than 100.000 clicks (+40% rise in online visitors, compared to last year).

Published Social Contents have reached more than 3.000.000 views from unique users.

Total interaction: more than 46.000.

PR Coverage: more than 23 millions of impressions

Business: + 103% sales after the tvc campaign (compared to last year).

McDonald's opened a gourmet burger restaurant in the heart of the foodie culture in Milan, near to temple of Italian food Eataly under a fake image and name – “Single Burger”.

The restaurant worked with real customers for 3 days with the fake image. During the last day, the real identity of the restaurant has been revealed in a stunning way. After the revealing event, the restaurant stayed opened under the name of “McDonald's Premium”.

All the filmed contents in the restaurants have been used to produce a 90" web film and a 30" TV campaign.

With this campaign, McD’s targeted a particular segment: those who a have a prejudice against McD’s and do not like to be associated with the brand. To convince them, McDonald’s needed something disruptive. The key insight we worked on was that “without the McDonald’s logo, a McD’s burger is judged as a high-quality burger”. That’s why we decided to demonstrate with a social experiment how much people’s opinion on McDonald's burgers is affected by the atmosphere, the environment and prejudices. It’s enough to dress up a McD’s burger in a different way, to make people speak about its quality and taste in a positive way. For the experiment, we use the most premium burger in McD’s offer: the Bacon ClubHouse.