Big Mac 'The Original Mouthful'
Role: Social Copywriter
Creative Leads: Stephanie Allen, Andrew Torrisi, Matt Chandler.
Role: Social Copywriter
Creative Leads: Stephanie Allen, Andrew Torrisi, Matt Chandler.
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Bring the iconic Big Mac Chant to a new generation online.
Nostalgia is so important for a brand. But the nostalgia surrounding the Big Mac did not resonate with the Gen Z audience. In fact, only 49% of Gen Z had tried the burger.
No one under the age of 30 new the famous Big Mac chant "two-all-beef-patties-special-sauce-cheese-pickles-onions-on-a-sesame-seed-bun"
The brief was two-pronged:
1. Using the new Big Mac TVC to create a suite of paid & organic social to get Gen Z familiar with the iconic Big Mac Chant.
2. Get user generated content and fans engaging with a 4-second Big Mac Chant Challenge. We worked with Snapchat to build a bespoke AI-powered filter to check if you completed the challenge accurately.Â
Working with senior creatives Stephanie Allen & Andrew Torrisi, we didn't just take the TVC and fit it to 9:16. We gave our feedback on the demo Snapchat & TikTok filters, selected the most "meme-able" moments in the TVC, wrote some funny fumbles and helped the campaign work hard on social...
The chant went viral, the assets exceeded expectations and the dream team got a Silver Cannes Lion.
TVC
We teased the launch
Tease
Re-released the chant
The Full Chant
And shared the unaired fumbles
Fumble
We got people talking with our organic social (and mad memes)
We let Jim Delligati have his say and respond to TikTok posts.
And some more organic social for good measureÂ