For the past 20 years, McDonald’s has just focused on selling food in South Africa. The problem with this, is that they weren’t connecting emotionally with consumers. Also, being an American brand, they had no relevance with the local market. We were asked to refresh the brand and help make it more relevant in South Africa.
We based our idea on the insight that in life, there are a few big events like weddings, graduations and anniversaries. But it’s the many little moments in-between where love really happens. And it’s in these moments, where people share McDonald’s.
Because to customers, McDonald’s isn’t about how many fries they sell, how many burger buns they toast or how many Happy Meal boxes they pack.
It’s about that moment of relief they offer a working mom because she doesn’t have to worry about dinner that night. It’s the feel better ice-cream cone after a little boy lost his soccer match and friends wolfing down Big Macs after a big night out. It’s about the little moments of lovin’ they give to people each and every day.
And that’s what this campaign is all about. It’s about celebrating all the little moments people share over McDonald’s. Because love isn’t a big thing. It’s a thousand little things. And they deserve a brand that knows just how big they are.
So far, we have managed to grow McDonald's sales by 10% and after launching our brand ad, the brand experienced its highest positive sentiment. The brand was also voted as the Coolest Fast Food Place at the 2016 and 2017 Generation Next Awards by South African consumers.