The Big Mac Sandwich was introduced in 1968, it quickly became everyone’s favorite. Through generations the Big Mac has been an iconic sandwich for McDonald’s, keeping the same quality and ingredients as the very first Big Mac sandwich. But most of our younger millenials are not part of that quality history.

With the goal of increasing sales through the Big Mac bundle meal and a limited production budget, we took a fun, story-telling approach.  

The result was a multi-media campaign repositioning the Big Mac as a Classic sandwich that has never changed and it continues to be famous for it’s quality ingredients and flavor.

 

Target Audiences: multicultural millennials.

Languages: Spanish, English, Korean and Mandarin.

 

Executive Creative Director: JE

Creative Directors: JE, PA

Copy: PA, MB, GK

Art Direction: HP and RC

Agency: DavisElen/Castells & Asociados