McDonald's shrimp burger: Shia is everywhere

Paloma Ho

McDonald's, the fast-food chain, tapped into millennial pop culture to increase sales of a new shrimp burger product in Taiwan.

Campaign details

Brand: McDonald'sBrand owner: McDonald'sLead agency: OMD TaiwanCountry: TaiwanIndustries: Restaurants & takeawaysMedia channels: Online video, Word of mouth, advocacyBudget: Up to 500k

Executive summary

In autumn 2017, McDonald's launched a new limited edition shrimp burger for only one month. However, its main competitors had dominated shrimp burger products for a long time and were more entrenched. Thus, the challenge would be to boost product awareness, stimulate curiosity and pique desire to taste it within the short promotional period.

The target audience were millennials in Taiwan. Most...

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