Timely Opportunity - Services

The Travis Scott Meal

McDonald’s had lost touch with youth and needed a way back in. This is how an aging brand found lightning in a bottle with the world at a standstill and youth yearning for release. Based on the insight: “Everyone has a McDonald’s order”, “The Travis Scott Meal'' turned McDonald’s into a cultural event. Youth drove-thru in droves, creating (safe) mass participation during a pandemic, and breaking McDonald’s supply chain. Quarter Pounder sales doubled, $50m incremental sales, and ROI of $3.22 (estimated $88m and $5.60 if supply hadn’t broken).

Brand: McDonald's
Client: McDonald's
Agency: Wieden+Kennedy New York
Language: English