McDonald's first big work from its new U.S. creative agency puts a modern spin on the 50-year-old Big Mac as the world's largest restaurant chain aims to reinvigorate sales of its iconic sandwich.
The campaign kicking off Jan. 29 comes from Omnicom's We Are Unlimited, which was created and tailored for McDonald's in late 2016 after a competitive review.
McDonald's USA Chief Marketing Officer Deborah Wahl has repeatedly said she wants the Golden Arches to reach its audience wherever they are, with content that is relevant to them at the right time. The "Big Mac For That" campaign aims to live up to that goal. It includes 30-second TV spots tailored for big audience events including the pregame show for the Super Bowl, the Oscars and the Grammys. It also has 6-second videos that will be served up based on searches on YouTube. It includes content meant just for Facebook, Instagram, Snapchat, Twitter and YouTube. And it ties into this week's giveaway of 10,000 bottles of Big Mac Special Sauce.
Big Mac's big moment comes as McDonald's is promoting two additional sizes of the sandwich, the smaller Mac Jr. and the larger Grand Mac, for a limited time.
"We know that Big Mac is the sandwich that has the most advocacy overall," said Ms. Wahl.
Still, McDonald's recognizes that plenty of patrons, particularly younger ones including millennials, just don't eat Big Macs.
The campaign comes after McDonald's reported its fourth consecutive annual decline in visits and a quarterly dip in sales at longstanding U.S. restaurants after a year of gains.
The first work shared by McDonald's includes a 60-second video featuring everyday moments explained by a rapper backed by a drumline. Whenever someone celebrates an occasion, such as getting a great haircut or playing well in a game, the line "There's a Big Mac for That" is repeated and the people celebrate, of course, with one of the three Big Macs. The "I'm Lovin' It" tagline comes at the end of the commercial.
We Are From LA, which won a Best Video Grammy award for Pharrell's "Happy," directed the campaign, which includes 18 customized commercials. The 60-second spot will be used online, including for a YouTube masthead takeover.
Read more about the campaign over at AdAge.com.