McDonald's Indonesia promotes new burgers with travel nostalgia

This year, McDonald’s Indonesia has taken the menu to the next level and introduced two new burgers from different parts of the world. 

According to McDonald's, it has witnessed travel slowly going back to normal and used this as an insight to promote its new burgers. The new campaign titled "An Ode to Missed Travels" unveils a film that features relatable moments in a witty and heart-warming manner. It is created by Leo Burnett Indonesia and directed by Kiran Koshy of Directors Think Tank in Malaysia.

“This was the challenge posed to the team at Leo Burnett. A couple of brainstorms later, we stumbled upon an insight. Indonesians too were bitten by the travel bug. However, not everyone can travel because life in the form of financial constraints, work pressure, family commitments or climate change was getting in the way. While travelling was a possibility in the future, right now many were missing out,” Ravi Shanker, Leo Burnett Indonesia's chief creative officer explained.

The campaign features those who are left behind, stuck at work, nursing injuries or grounded by inclement weather.

'Taste of the World' has always been a platform for McDonald’s and we always look for fresh ways to drive relevance. We are all observing how after two years, everyone really wants to experience the true flavours of the world by travelling, but for those of us stuck at home due to practical realities, we really wanted to establish that this delicious menu is available from the comfort of your homes,” Michael Hartono, marcomm and digital director, McDonald’s Indonesia added.

In April, Mcdonald's Indonesia released a campaign that involved families and commitment. It was McDonald’s Indonesia latest Hari Raya campaign featured two short films titled "Family Day Out” and “Golden Stage”. Both films look through the eyes of elderly Indonesians, and spotlight the loneliness they can feel during the festive season – which McDonald’s looks to address this Ramadan. McDonald’s worked with Leo Burnett Indonesia for the campaign. 

"Family Day Out” shows a family who proactively spends time with an elderly neighbour, who is alone during Ramadan, and strive to make him feel like family, whereas For “Golden Stage”, McDonald’s converts its party spaces - traditionally used for kid’s parties – for the film, and celebrates elderly Indonesians’ various talents. 

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