CLIENT
McDonald’s Canada
Fatma Othman, Manager, Social & Brand -
Noémie Duchesne, Regional Marketing Coordinator
Catherine Bouvier, Social & Brand Specialist
AGENCY
Kat Kleon, Senior Content Strategist
Christine Boachie, Director/Content Creator
Tyler Patterson, Copywriter
Zeina Samaha, Social Media Manager
Alicia Roberts, Producer
Olivia Graham, Social Media Project Manager
Maria Laura Laubenthal, Account Supervisor
Alex Soltau, Senior Designer
Sam Perrin, Motion Graphics Designer
Simon Provencher-Girard, Content Copywriter
Victoria Boyer, Account Executive
Ashleigh Gomez, Account Executive
Tina Haessler, Head of Cross Functional Experience
OMD
Hannah Kuryllowicz, Strategy Supervisor
Weber Shandwick
Jesica Mikkila, Senior Manager, Integrated Media
SUMMARY
Dessert Hacks represented the first time McDonald’s Canada put its desserts into the hands of the internet to directly inspire the menu.
By leaning into an existing Gen Z behaviour of menu hacking in a social-first campaign, we engaged an under-indexing dessert audience where they were spending time and drove soft-serve sales by +14% YoY at a time when sales were traditionally dipping with winter temperatures. So much so, that we gained a 2.9% share of the soft-serve market from Dairy Queen, who historically owns this market year-round.
