McDONALD’S
BIG MAC SAUCE x EVERYTHING
After 55 years inside an iconic sandwich, McDonald’s unleashed Big Mac Sauce on the world.
We saw this as the perfect opportunity to turn everything into a Big Mac collaboration.
Since its inception, the Big Mac Sauce recipe has remained a secret.
In the tease phase we played into this and built McDonald’s SMS list.
When fans texted the number, they were prompted to trade secrets in exchange for
intel about the upcoming “secret” sauce.
When the sauce was revealed, we immediately showed fans that, for the first time ever, they could turn every menu item into their very own Big Mac collaboration.
On Twitter, we let fans go wild and turned their collab suggestions into internet fun.
We also threw various concepts into the TikTok algorithm, keeping Big Mac Sauce content fresh and top of mind throughout the campaign.
CREATIVE DIRECTION: MIKE VITIELLO & COURTNEY O’DONNELL
ART DIRECTION: MIKE DEVINE
COMMUNITY MANAGEMENT: JADE SMITH
RESPONSIBILITIES // CREATIVE DEVELOPMENT / COPYWRITING / SOCIAL STRATEGY