McDonald's Canada Campaign Honours Everyone's Unique Food Thing

McDonald’s fans are totally devoted to their orders and all of the very personal and different ways that they like to enjoy them. Because when it comes to McDonald’s, everyone has a thing. But what fans might not know is that McDonald’s Canada has a thing, too - the dedication to food quality and a commitment to Canadian sourcing that goes into making those fan experiences possible.

McDonald’s Canada understands that all customers put their own twist on enjoying, or even ordering, a meal. The way they dip their fries, their ritual of always ordering two hash browns, how they always hack their Big Mac, or their habit of stealing a chicken nugget from their partner - everyone has a McDonald’s thing. 

“We took a very intentional fan-first approach when it came to the launch of this new campaign, which is a departure from how we’ve typically told our food quality story in the past,” says Rebecca Smart, director, brand marketing at McDonald’s Canada. “This campaign is really about building a connection to our customers, as it acknowledges and celebrates their unique fan truths. In doing so, we were able to authentically talk about the quality and sourcing of our food by sharing our own brand truth - the quality of our food.” 

In partnership with Cossette, McDonald’s Canada brought this campaign to life using TV, OLV, OOH (streetcars and TSAs), high-impact video OOH at Yonge and Dundas Square, digital media, paid and organic social, and in-store creative. All celebrating the different ways people make McDonald’s their own - and highlighting the great quality of their favourite menu items.  

The goal from the beginning was to talk about food quality in a way that was a fresh departure from the familiar,” says Jason Hill, executive creative director at Cossette. “We didn’t want to take the usual approach of earnest ingredient-led copy over picturesque farmers’ fields. So instead, we chose to put McDonald’s fans at the heart of the story, knowing that everyone has their own very specific food-related 'thing' at McDonald’s. That’s what we love most about this campaign - it could only have come from McDonald’s.”