Fast food chain McDonald's has launched a new advertising campaign in Canada The International Menu Heist - "Robbery of the international menu", made in the style of a spy thriller. The campaign was developed in collaboration with a creative agency Cossette and it is timed to coincide with the launch of a special line of dishes collected from the national positions of the McDonald's menu in different countries of the world.
In the 30-second commercial, the main character — a professional thief-breaks into McDonald's restaurants in six countries, "stealing" branded dishes. The plot develops in the dynamics of a chase and the style of a classic action movie, demonstrating international tastes through the prism of an action-packed story.
As stated in the company's press release, the campaign is inspired by the cultural traditions of national cuisines presented in the McDonald's menu around the world. The new line of six items became available to Canadian customers on June 24 and includes:
- Teriyaki-chicken sandwich from Japan-with rich sweet soy sauce;
- Big Resty burger from Germany - with crispy potato resty;
- Makpizza bytes from Italy-pizza-flavored mini snacks;
- McFlurry with Biscoff - dessert with Belgian caramelized cookie paste;
- Garlic mayonnaise sauce from the UK;
- Sweet and spicy chili sauce from Austria.
Each dish is accompanied by a visual presentation that emphasizes its origin and national taste characteristics. The campaign is designed to emphasize the global character of the brand and the variety of gastronomic solutions adapted to local preferences.
This is not the first experiment of the network with international concepts. Previously, McDonald's in Latin America launched a collaboration with the franchise Formula 1by introducing a limited-edition menu and collectible racing-themed toys.
The new campaign in Canada is an example of how a global brand uses the format of storytelling, film culture and local tastes to create a strong marketing product aimed at attracting the attention of both regular audiences and new consumers.
