Campaign details

Brand: McDonald's
Brand owner: McDonald's
Lead agencies: FP7 McCann Beirut, FP7 McCann Dubai
Country: Lebanon
Industries: Restaurants & takeaways
Media channels: Content marketing, Email marketing, Online video, Point-of-purchase, in-store, Sales promotion, Search marketing, Social media, Websites & microsites
Budget: Up to 500k

Executive summary

What does it mean to be a mother? That's the question McDonald's raised on Mother's Day in Lebanon, celebrating the feeling of being a mum by focusing on a segment that exists, but is never discussed.

For the first time in the Middle East, a brand spoke about single dads on Mother's Day. In a region that gravitates toward gender norms, McDonald's challenged the definition of 'being a mum'.

Women and mothers loved it and shared it. Men and fathers also loved it and shared it, too.