Case study

McDonald’s
Best Burger Sensoriummm
McDonald’s
Best Burger Sensoriummm

When McDonald’s set out to make its burgers even better ahead of its 50th anniversary, it deserved a ‘mic-drop’ moment.  But how would we make the public sit up and take notice of what were essentially small – but impactful – technical changes in the kitchen?


McDonalds Logo

The answer was the McDonald’s Best Burger Sensoriummm – a spectacular, immersive, sensory experience where visitors felt like they were literally stepping INTO the new improved burgers as they learnt about the changes.

Think hearing crunchy lettuce; smelling the toasted buns; playing with dangling drops of melted cheese; sitting on modelled burger buns the size of small cars; and strutting through an interactive grill to hear the patties sizzle.

We supported the experiential with editorial media relations and social media/ influencer content creation around the burger changes to create a groundswell of noise around the event and ‘Best Burger’ improvements.

It was a celebration of McDonald’s best-ever burgers that went beyond mere taste, creating a narrative that resonated with hearts, minds, and taste buds.

Made
You Look.

•   233 pieces of editorial coverage

•   16 million OTS

•   3 million views of content

Made
You Care.

•   5,000 visitors to the Best Burger Sensoriummm

•   Two thirds of visitors were likely to try the new burgers

•   Social sentiment/SOV for McDonalds Burger increased by 10%

•   Significant sales boast above projection


  • FINALIST - Creative Moment Awards 2024 - Creative Experiential Campaign of the Year
  • FINALIST - The Drum Awards 2024 - Experiential Activation Launch of the Year (awaiting results)
  • FINALIST - The Drum Awards 2024 - Experiential: Food & Beverage (awaiting results)
  • FINALIST- AMEC Awards 2024 - Best use of measurement for a single event or campaign (awaiting results)
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