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McDonald's begins Big Mac campaign in Quebec

McDonald's Canada has begun a new television advertising campaign in Quebec promoting its Big Mac burger. Developed by Cossette of Montreal, the campaign depicts the way in which the appeal of the Big Mac can cross the lines of the hockey rivalry between Montreal and Boston. The creative features Zdeno Chara, captain of the Boston Bruins, interacting with hockey fans on the streets of Montreal.

"With this campaign, we are again leveraging the passion of hockey here in Quebec," said Carl Pichette, senior marketing manager for the eastern region at McDonald's Canada. "Last year, the Max 67 campaign was immensely successful, when Habs captain Max Pacioretty traveled incognito to Boston to have Bruins fans sample his own burger creation. This year, we want to pick up from that initiative and call upon the Bruins captain to challenge Montreal Canadiens fans in Montreal to see if they would go as far as hug him to get a free Big Mac."

Media planning for the campaign was handled by Touché! OMD, with digital work by Tribal and PR from National Public Relations.

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