McDonald's UK: Is Big Mac with bacon still a Big Mac?

McDonald's, a fast food restaurant chain, used influencers Harry and Jamie Redknapp to promote its Big Mac Bacon burger in the UK by getting them to debate whether a Big Mac with Bacon is still a Big Mac.

Summary

2018's campaign to mark Big Mac®'s 50th birthday and limited-edition Big Mac® products was McDonald's biggest ever sales promotion so expectations for 2019's Big Mac Bacon® promotion was high.

We needed to drive conversation, maintain momentum and entice people into restaurants to help drive sales.

So pre-empting the arguments about tampering with a well-loved, time-honoured classic recipe, we asked the question if Big Mac® Bacon was still a Big Mac® and built the debate into the heart of all our comms.

The campaign resulted in McDonald's UK's most successful piece of content of all time and saw sales targets...

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