McDonald's Canada: From American Import to "As Canadian as Possible Under the Circumstances"

McDonalds, a quick service restaurant, launched a case study on how an American import demonstrated deftness, subtlety and adaptability in order to build affinity in Canada.

Campaign details

Brand: McDonald's Canada Agency: Cossette

Executive Summary

You'd be hard pressed to find a more recognizable 'distinctive asset' than the Golden Arches.

But for all its ubiquity, there's only one country that the founder, Ray Kroc, ever allowed to mess with it. And ironically, it's the country that shares an 8,891km long border with McDonald's birthplace.

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