A pop-up gourmet burger restaurant called “Single Burger” has been opened in Milan and consumers have been invited to try it.

It was a very foodie place, under the direction of 2 famous chefs. It served burgers in line with the style and price of the most famous gourmet burger restaurants in the city.

After 3 days, it has been revealed that the burgers served were the a McD’s burger.

The activation has been filmed by secret cameras and all the contents produced has been used to build up a TVC to promote the burgers.

With the gourmet burger restaurants phenomenon, eating hamburgers in Italy, has become something for by refined palates seeking quality and an increasingly more sophisticated offering. These restaurants are famous for using very fresh, high-quality ingredients and being expensive.

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

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.

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: “McD’s makes fun of gourmands with a fake”, “chapeau to McD’s, who made a face to foodies”, “McD’s demonstrates It's not the gay coat that makes the gentleman”, “people thought to eat a burger gourmet, instead they were eating a gourMac.”.

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)

Last April, 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 owners were 2 Italian well-known chefs from MasterChef.

The burger served was the Bacon Clubhouse McDonald’s burger under the name of House Burger. It was prepared exactly with the same ingredients and cooked with same procedures used in all McDonald's restaurants, but sold at a more expensive price.

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.