TV Commercial

McDonald's is the world's largest restaurant chain by revenue, serving over 69 million customers daily in over 100 countries in more than 40,000 outlets.

01 TENSION

McDonald’s Italy is transitioning from “fast” to “slow” food, supporting longer and memorable restaurant stays instead of a quick and poor experience.

02 STRATEGY

Shifting the focus from food deals to authentic people stories.

03 IDEA

We revolutionized the narrative style of McDonald's TV commercials by creating plots where the food is the enabler of authentic people instead of just a promotional item. In this way, we could distance the brand from a 'fast food' experience, elevating the perception by putting people's emotions on stage.

WATCH THE TV COMMERCIALS

Big Tasty

Crispy McBacon

Double Chicken BBQ

Egg McMuffin

04 RESULTS

2nd

After deploying this new communication strategy, Italy became the 2nd biggest sales country for McDonald's in Europe.

+73%

YoY Brand Reputation

BACK TO PROFILE