McDonald's: The smallest McDonald’s in the world

Fast-food brand McDonald’s created a travelling restaurant in a bid to achieve strong sales of its summer menu and increase brand closeness and preference in the Netherlands.

Campaign details

Brand: McDonald's

Brief description of the assignment

McDonald's in the Netherlands asked TBWA, Hill+Knowlton Strategies and OMD to create a summer campaign with the following objectives:

  • Strong sales of the summer menu featuring premium burgers, side dishes, ice creams and drinks.
  • Increase brand closeness and brand preference, keeping the audience talk about the brand for 3 months.

The challenge it presented

  • Last year, we built a tropical island (Good Times Island) so all McDonald's guests could really experience "Good Times".
  • This year, the agencies needed to come up with a new summer campaign to gain even more...

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