McDonald’s
Big McDonald’s Hunger
This summer we’re celebrating McDonald’s new ‘Big Arch’ burger with the launch of our new global creative platform, ‘Big McDonald’s Hunger’. This campaign is designed for those moments when you’re not just hungry for McDonald’s, but really hungry for McDonald’s, and is set to unite fans and satisfy cravings across the globe.
The campaign is underpinned by a new visual identity created by POPDesign, our in-house studio, which emphasises the scale and boldness of every touchpoint: from packaging to OOH to in-restaurant displays, making the Big Arch instantly recognisable and unmistakably McDonald’s to fans worldwide.
The Film
“Rumble” is our 30s film which brings ‘Big McDonald’s Hunger’ to life through the recognisable sound of a stomach rumble. What starts as a small, relatable noise grows suddenly into something much bigger and more iconic, shaking the table, then the whole office, before settling once his hunger is satisfied by the Big Arch. Taking this iconic rumble sound further, a geo-targeted audio sync strategy will retarget people who’ve seen the OOH with the stomach rumble audio when near a McDonald’s restaurant, doubling temptation and desire to visit their nearest restaurant.
PR & Social
Alongside the main film, a suite of delicious food focused films will showcase the new ingredients with the playful tone of voice that captures the essence of Big McDonald’s Hunger.
The campaign is supported by a national OOH and an in-restaurant media plan, with tactical placements designed to hit fans in peak hunger moments including a mural in Glasgow and also at Glastonbury Festival. Across radio, McDonald’s will roll out a 20s ‘hunger rumble’ spot and also appear on TalkSport for contextual audio drops during the Women’s Euros, tapping into summer-of-sport moments with timely hunger pangs.
