CLIENT
McDonald's Poland
Tomasz Debowski, Marketing Director
Michał Arament, Senior Marketing Manager
Kamil Zug, Brand Manager
AGENCY
Malgorzata Majcher, Acting Strategy&Business Director
Paulina Maćczak, Strategic Planner
Magdalena Koch , Senior Account Manager
Jan Mirosław, Deputy Creative Director
OMD Sp. z o.o.
OMD Sp. z o.o. *Lead Agency
Marta Sprzaczak, Account Manager
Rafał Szafraniec, Group Account Director
Marta Czeczotka, Digital Strategy & Technology Manager
SUMMARY
The new communication which was focusing on entertainment and presenting Maestro as a trigger for funny stories resulted in touching the emotions of people who haven’t been convinced so far to try Maestro burger. The campaign effectively increased Maestro penetration, which was visible in the increased daily number of Maestro sold per thousand transactions by 64.5%! It was achieved for the most expensive burger on the regular menu during the pandemic, when 61% of Poles declared cutting their spendings.