McDonald's begins Big Mac Bacon campaign
McDonald's Canada has begun a national campaign to introduce a new menu item called the Big Mac Bacon. The campaign, developed by Cossette, asks the question, "If you put bacon on it, is it still a Big Mac?"
The campaign began with online teaser ads and out-of-home executions before the launch of the product. A billboard along the Gardiner Expressway in Toronto displayed the copy, "Is a tricycle still a bicycle?" A Facebook video included questions such as "If you're in an empty room is it still empty?" and "Are a pair of monocles still monocles?" Videos also ran on Snapchat and Instagram depicting the preparation of a Big Mac Bacon.
The main campaign consists of a 60-second television commercial and online video in which two friends in a McDonald's restaurant debate the change to the Big Mac. This will be supported with social media activities and digital out-of-home ads. The campaign will run in French and English until Feb. 20.