McDonald's: Put the 'BIG' back in 'BIG MAC'

Sarthak Ranka, Kunal Roy

McDonald's Malaysia targeted Gen Z with a social media campaign to reverse the Big Mac's long-term decline by increasing brand love and sales.

Campaign details

Brand: McDonald'sBrand owner: McDonald's MalaysiaAgency: Leo Burnett MalaysiaMarket: MalaysiaIndustries: Restaurants & takeawaysMedia channels: Social mediaBudget: Up to 500k

Executive summary

Big Mac, the 50-year-old icon, was losing its lustre. Gen Z saw it as their dad's burger. To regain its iconic status, we needed to make Big Mac the choice of Gen Z.

We found the solution in Gen Z's cultural ecosystem.

They were rewriting culture by remixing, reusing and hacking. So we challenged Gen Zers to rebuild the Big Mac their way through a...

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