The Hottest Collab of 2018: The Big Mac® x Bacon.
McDonald’s plays off of sneaker culture to hype up its latest offering.
Alexander Wang x Adidas, Supreme x Louis Vuitton, Fenty x Puma, Big Mac® x Bacon. To kick-off the celebration of the 50th anniversary of the iconic Big Mac, McDonald’s Canada is releasing the Big Mac x Bacon: Limited Edition Collaboration.
The collab launched with a weeklong teaser campaign across the country, filled with cryptic black and white imagery and design that played off fashion and sneaker culture, hinting at a mysterious upcoming collaboration: “BM x B.” A teaser TV spot aired during the Grammy’s to hype up the new mystery collab. “It’s the combination of two greats. Two powerhouses,” a mysterious voice said.
On January 30th, it was revealed that this next great release is actually the collaboration of Big Mac and Bacon. A series of cheeky black and white films across television, online, and outdoor, feature high fashion types analyzing and explaining this new collab’s importance to culture.
“We really wanted to showcase the Big Mac in a modern and relevant way by integrating it into pop culture, while at the same time not taking ourselves too seriously,” says Antoinette Benoit, Chief Marketing Officer, McDonald’s Canada. “We took inspiration from how a fashion company might launch an exclusive collection by revealing the promotion as a limited-edition collaboration, through a series of billboards and ads until we finally revealed the Big Mac, treating it like the cultural icon it is.”
“Over the course of its 50-year history, the Big Mac has become a culinary icon and the recipe has remained unchanged since its introduction. That’s pretty remarkable,” says Jeff Anderson, McDonald’s Canada Chef. “The addition of another Canadian classic—bacon—to the sandwich for a limited-time symbolizes the modern McDonald’s journey, with innovative menu items alongside much-loved classics.
The campaign was created by Cossette. credits are at the bottom of this page.
Cossette is a fully integrated marketing communications agency that offers a complete range of cutting-edge communications services. It’s a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.
Cossette was named Agency of the Year by Strategy magazine in 2016 and 2017. The agency currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit cossette.com.
About McDonald’s Canada
In 1967, Canadians welcomed the first McDonald’s restaurant to Richmond, British Columbia. Today, McDonald’s Restaurants of Canada Limited has become part of the Canadian fabric, serving close to three million guests every day. Together with our franchisees, we proudly employ nearly 90,000 people from coast-to-coast and approximately 85 per cent of McDonald’s 1,400 Canadian restaurants are locally owned and operated by independent entrepreneurs. Of the almost $1 billion we spend on food, more than 85 per cent is purchased from over 100 suppliers in Canada. For more information on McDonald’s Canada visit McDonalds.ca.
Big Mac x Bacon Campaign Credits
Launch Date: January 30, 2018
Client: McDonald’s Restaurants of Canada Limited
Chief Marketing Officer & SVP: Antoinette Benoit
Senior Advertising & Media Manager: Hope Bagozzi
Senior Marketing Manager: Jean Guillaume Bertola
National Marketing Manager: Rebecca Smart
Regional Marketing Supervisor: Mélissa Hains
National External Communications Manager: Adam Grachnik
Title: Big Mac x Bacon Limited Edition Collaboration
Chief Creative Officers: Carlos Moreno, Peter Ignazi
Group Creative Director: Simon Clancy
Creative Directors: Ed Morris, Troy McGuinness, Patrick Michaud
Art Director: Spencer Dingle
Copywriters: Jordan Hamer, Ben Duquette
Designers: Oleg Portnoy, Eric Wood
Agency Producers: Barb Gibson, Marie-Pier Poulin
Content Strategist: Youri Hollier
Director, Strategy: Jon Crowley
VP, Strategy: Scott McKay
Account Executives: Yvonne Li, Michaela Crompton
Account Supervisor: Asmait Hailu
Account Director: Lindsay Mertiri
Group Account Director: Serene Gaspar
SVP, Managing Director: Kathy McGuire
Product Manager: Chloe Drolet
Studio Director: Raquel Mullen
Senior Retoucher: Trevor Gauthier
Senior Production Artist: Graham Washer
Senior Digital Project Manager: Jeff Maynard
Production House: FRANK Content
Director: Craig Brownrigg
Line Producer: Marie Robertson
Executive Producer: Danielle Kappy
Director of Photography: Stuart Campbell
Food Stylists: Carol Brown, Noah Witenoff
Colour/Transfer Facility: Alter Ego
Colourist: Wade Odlum
Colour Assistant: Kevin Wu
Online Facility: Alter Ego
Executive Producer: Cheyenne Bloomfield
Motion Graphics Designers: Ian Flaig, Rob Fisher
VFX Artists: Steven McGregor, Andres Kirejew
VFX Assistant: Sebastian Boros
Casting: Mann Casting
Casting Director: Steven Mann
Offline Edit: Married to Giants
Editor: Raj Ramnauth
Audio House: Berkeley Inc.
Audio Engineer: Jared Kuemper
Photography: Fuze Reps
Photographer: Carlyle Routh
Production House: Soda
Executive Producer: Mina Jang
Photographer: Nick Hall-Wood
Media Agency: OMD
Strategy Supervisor: Logan Lindsay
Digital Specialist: Kyla Ames
Account Manager: Kathy O’Meara
Vice President Group Director Broadcast: Doug Scott
PR Agency: Weber Shandwick
Director, Client Experience: Lauren Thomson
Senior Art Director: Brendan Watson
Supervisor, Integrated Media: Nare Tutundjian
Senior Associate, Integrated Media: Fatma Othman