ABOUT

Problem:
Big Mac sales are declining amongst young Australians.

Solution:
Everyone loves Big Mac Special Sauce. So for the first time ever, we made the iconic Special Sauce available outside the burger.
We produced limited edition bottles, auctioning #001 on eBay. It sold for over $23,000. News of it went around the globe overnight. We then released limited edition sample tubs and challenged Australia to respond by 'mac'ing anything better and share it online. Which they did in their thousands.

Results:
- Positive social sentiment more than doubled
- Highest Big Mac sales in Australian history
- 3.8 Billion media impressions