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McDonald’s: Taskeeta

Case Study • MMA Smarties, Silver, MENA, 2020

McDonald's, a fast-food brand, launched an interactive, gamified mobile campaign in Saudi Arabia to present its promotional meal.

McDonalds: Quarantine Offers

Case Study • MMA Smarties, Bronze, MENA, 2020

McDonald's, a fast-food brand, launched an in-game mobile app to raise brand awareness in the Middle East.

KFC Australia: Long-term brand story

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

Quick service restaurant KFC ran a multi-year, multi-channel campaign to grow awareness, brand health and sales in Australia based on the cultural value of being a free-spirited 'larrikin'.

Burger King: Ring King

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Fast-food restaurant, Burger King (BK), capitalised on the emerging tech trend of mobile-connected doorbell cameras to gain attention for the brand's Uber Eats partnership on social media in the US.

KFC Australia: Did someone say KFC? News layer

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Fast-food chain, KFC, devised a new marketing model to drive both short-term sales and long-term brand success in Australia.

KFC Australia: Viewer verdict

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Fast-food brand, KFC, leveraged a behavioural nuance of sports fans to acquire app users and grow sales in Australia.

McCafé: Great coffee. Simple.

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

McCafe, the coffeehouse chain, used the power of simplicity to make an impact in an overly saturated coffee market in the UAE.

Wendy’s: Grown with love

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Wendy's had invested in new salad lettuce in Canada; then Covid-19 hit and people wanted comfort food, so it created a novel social media campaign.

KFC: Backdoors

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Global QSR brand KFC needed to grow awareness, share and sales in a competitive Spanish market so it ran a campaign to attract competitors' employees.

Burger King: Burjer or burger

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Burger King used a cultural insight in a social media campaign to reverse a value share decline in Saudi Arabia despite increased competition from new brands, delivery services and established QSR.

Grab: GrabForGood – Break the silence

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Super-app Grab created a digital campaign, #BreakTheSilence, to spark a social lobbying movement and won an amendment to a new law that prevented deaf people from working as e-hailing drivers in Malaysia.

McDonald's: The Travis Scott Meal

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Quick-service restaurant McDonald's teamed up with an inspirational icon to build the brand and drive traffic with multicultural youth in the US.

Burger King: Delay your way

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Burger King (BK), the fast-food restaurant, turned the notoriously negative holiday airport experience into a positive brand moment for travellers in the US.

KFC Australia: Michelin Impossible

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Fast-food chain, KFC, shifted perceptions around its food quality with a bold quest to gain a Michelin Star for one of its restaurants in Australia.

What’s working in retail

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in retail.

McDonald's: Famous Orders - The Travis Scott Meal

Case Study • SABRE Awards, Gold, North America, 2021

McDonald's, a fast food brand, partnered with music artist Travis Scott to appeal to the younger generation in the US.

Buffalo Wild Wings: Boneless Thugs-N-Harmony

Case Study • SABRE Awards, Gold, North America, 2021

Buffalo Wild Wings (B-Dubs), a US casual dining restaurant and sports bar, partnered with hip hop band Bone Thugs-N-Harmony to reassert itself as a great American sports bar.

Domino's Pizza Inc (Food)

Article • Euromonitor Advertiser Profiles, April 2021

This Company Profile from Euromonitor provides key details and analysis of Domino's Pizza Inc.

KFC goes TikTok #DoTheColonel

Case Study • MMA Smarties, Gold, EMEA, 2020

KFC, a fast-food brand, raised brand awareness in Germany with a TikTok hashtag challenge.

McDonald's: Regional Brand Trust / Hygiene

Case Study • MMA Smarties, Gold, EMEA, 2020

McDonald's, a fast-food brand, launched a sound-driven gamified mobile campaign in the Middle East that encouraged people to carry out safe hygiene practices during the COVID-19 pandemic.

Fernando Machado revitalized the Burger King brand, capturing share of mind – and stomach – in the process

Opinion • Kevin Rice, April 2021

Throughout his seven-year tenure at Burger King, and more broadly in his role as Global Chief Marketing Officer at its parent, Restaurant Brands International (RBI), Fernando Machado was a defibrillator that sent shockwaves through pop culture and brought the brand back to life, writes Hathway's Kevin Rice.

Burger King’s Moldy Whopper: Turning category tropes on their head

Article • Anna Hamill, WARC Exclusive, April 2021

Burger King’s Moldy Whopper set the advertising world alight – the work was the realisation of many years spent improving the brand’s food quality, according to Fernando Machado, Burger King’s Chief Marketing Officer.

Burger King: The Whopper Detour

Rankings • WARC Effective 100, 2021

Burger King, a fast food chain, used its mobile app to lure people away from its biggest rival’s restaurants in the US.

KFC: How KFC's #1 fan charmed millions

Rankings • WARC Effective 100, 2021

KFC, a fast-food restaurant chain, used a comedic take on a social influencer to drive affinity with millennials in Malaysia.

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.

What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
Five digital shopping trends surging due to the coronavirus

Article • Euromonitor Strategy Briefings, August 2020

With COVID-19 placing constraints on physical operations, consumer-facing companies have become more reliant on the digital channel to drive all forms of engagement with their customer base.
From running shops to serving customers: The Tesco turnaround story

Case Study • Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2020

Tesco, a supermarket chain, gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.