McDonald's Canada conducts Big Mac campaign
McDonald's Canada is conducting an advertising campaign in support of the 50th anniversary of the Big Mac. The ads promote the limited-time availability of a menu item called the Big Mac Bacon. The national campaign began with unbranded billboards displaying black-and-white fashion photography and a date. The creative has now been updated to include the Big Mac Bacon and copy comparing the hamburger to a piece of art.
"We really wanted to showcase the Big Mac in a modern and relevant way by integrating it into pop culture, while at the same time not taking ourselves too seriously," said Antoinette Benoit, chief marketing officer at McDonald's Canada. "We took inspiration from how a fashion company might launch an exclusive collection by revealing the promotion as a limited-edition collaboration through a series of billboards and ads until we finally revealed the Big Mac, treating it like the cultural icon it is."