The opportunity
Reinventing a classic as legendary as the Big Mac is no small feat. To launch the Big Mac with Bacon, we needed to drive mass awareness of the "remixed" legend without alienating purists. The goal was simple: spark a nationwide debate that put the Big Mac back at the centre of the cultural conversation.
Our solution
We supported global media agency OMD UK (Omnicom) and creative agency Leo Burnett to build out a three stage social media campaign on X: tease, reveal and sustain. The social-first campaign was supported by influencer partnerships to spark a flurry of conversations that would deliver an uplift in sales. Our method included:
Tease: We deployed a ‘Retweet to Remind’ mechanic. A high-energy six-second teaser prompted fans to opt-in for an exclusive notification the moment the burger dropped.
Reveal: On launch day, we ignited the #StillABigMac debate. To fuel the fire, we worked with agency 23red to feature football legends Harry and Jamie Redknapp. Their father-son chemistry in a McDonald’s Drive-Thru provided the perfect comedic hook to get the public choosing sides.
Sustain: We maintained momentum through targeted promoted content, ensuring the Big Mac with Bacon remained top-of-mind and drove consistent footfall throughout the promotional window.
The results
The campaign didn't just join the conversation; it started it. By leveraging the Redknapps’ chemistry and a divisive "foodie" debate, we achieved a massive uplift in brand sentiment and sales. The strategy proved that even for a 50-year-old icon, a social-first approach can drive modern results.
The campaign won X and FAB Awards (International Food and Beverage Creative Excellence Awards) for its record engagement.
