McDonald’s has always been perceived as a brand that was too big to ‘listen’ to its consumers.
So to show consumers that the brand genuinely cared, we created a campaign that was as honest as it gets.
We showcased real comments on our print ads. And we even wrote a TV spot to reply directly to a critic who lamented at the lack of new offerings.
All that, to raise awareness of McDonald’s new Salmon and Chicken burgers--creations that were actually inspired by real comments.
Bringing to light the notion that while most brands shun their critics, McDonald’s embrace them.
So to show consumers that the brand genuinely cared, we created a campaign that was as honest as it gets.
We showcased real comments on our print ads. And we even wrote a TV spot to reply directly to a critic who lamented at the lack of new offerings.
All that, to raise awareness of McDonald’s new Salmon and Chicken burgers--creations that were actually inspired by real comments.
Bringing to light the notion that while most brands shun their critics, McDonald’s embrace them.
Actual comments from McDonald's Singapore Facebook page. They ran in national newpapers as teasers before the launch.
Campaign posters for Salmon burger
Campaign posters for Chicken Sandwich
Film for campaign launch
FIlm dedicated to one of our Facebook commenters, Mr Guyferic Teo and his mum.
