McDonald's: The Travis Scott meal

McDonald's, a fast food restaurant chain, launched the 'Travis Scott Meal' in the US, to build the brand, drive traffic with multicultural youth and reverse sales decline.

Campaign details

Brand: McDonald's Agency: Wieden+Kennedy New York Country: United States

Why is this work relevant for Creative Strategy?

McDonald's had lost touch with multicultural youth. It needed to reassert its dominance as the iconic QSR, and create cultural heat around its brand. Our starting point was a powerful insight: "No matter who you are, everyone has a McDonald's order."