McDonald's: Pahlawan – toys that build a nation

McDonald's, a QSR, launched a campaign in Indonesia to drive local relevance, uphold Brand Trust scores and find a way to stand out and be meaningful.

Campaign details

Brand: McDonald'sAgency: Leo Burnett IndonesiaRegion: APAC

Strategy

Objective

Covid-19 brutally forced many businesses to close its doors. At McDonald's, we had to indefinitely shut our most powerful customer engagement medium - our dining rooms. As a business, McDonald's roots lie firmly within the community. And even as it evolved into a global brand, a global chain, serving the community remains at the core of its purpose as a brand.

As a brand which has worked hard in driving local relevance over the years, we had to ensure we sustained our brand building efforts...

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