McDonald's Singapore: 50 years of Big Mac

Fast-food giant McDonald's created a data-led, personalised messaging approach to celebrate 50 years of the Big Mac in Singapore.

Campaign details

Brand: McDonald's SingaporeBrand owner: Hanbaobao Pte LtdLead agency: OMD SingaporeContributing agency: DDB SingaporeCountry: SingaporeIndustries: Restaurants & takeawaysMedia channels: Online display, Programmatic display

Executive summary

The iconic Big Mac celebrated its 50th anniversary, globally, in 2018, and McDonald's Singapore wanted to celebrate the double-pattied burger in a special way.

However, as appealing as the Big Mac was to the wider audience, it proved difficult to find a homogenous reason for Singaporeans to celebrate it. Everybody seemed to love the Big Mac in their own special way....

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