McDonald's: Untranslated Ad

Quick-service restaurant McDonald's ran a campaign to drive awareness, trial and sales of its annual limited-edition Taste of Japan menu in Indonesia.

Campaign details

Brand: PT Rekso National FoodAgency: Leo Burnett IndonesiaRegion: APAC

Strategy

Objective

McDonald's faced strong brand competition from KFC, which gained spontaneous awareness and became top-of-mind in Q1 2022. To stay ahead, McDonald's needed to be perceived as an innovative brand with exciting flavors, especially for the younger audience, to maintain its lead against KFC in QSR brand visits (87 McD vs. 79 KFC).

Every year, McDonald's 'Taste of Japan' menu offered local flavors with a unique twist. The challenge was to showcase Japanese credentials in a non-typical, authentic Japanese way. To refresh the...

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