McDonald's Indonesia uses Double Big Mac as analogy for savoury moments

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McDonald's Indonesia has served up a new campaign highlighting the feel-good communication that McDonald’s is known for and finding a way of connecting with people through their hearts. The Double Big Mac campaign video features two people having their very own Double Big Mac and who savour moments in McDonald's.

This is expressed through a universally relatable story about the anticipation of new love in this fast-paced world. By using the Double Big Mac as an analogy for savouring time and experiences, the campaign drives home the point that the Big Mac is not only satiating but also adds a little bit more happiness to your life. The campaign was done together with Leo Burnett Indonesia.

Michael Hartono, director of marcomms, CBI and digital at McDonald’s Indonesia said that the Big Mac has fans all over the world and the company really wanted to dramatise the size. Meanwhile, Publicis Group Indonesia's chief creative officer, Ravi Shanker, said the campaign comes from a simple human truth, which everyone could easily resonate with, especially in these fast times: if you enjoy doing something, you prefer to take your time because you don’t want it to end soon.

"Be it quality conversations with work buddies, a casual family hangout, or even a chance to glance at a good-looking person across the table, people are looking for ways to make these moments last longer,” Shanker added.

Meanwhile, McDonald's also spiced up its menu by introducing two new burgers from different parts of the world to Indonesian consumers. The brand said it has witnessed travel slowly going back to normal and used this as an insight to promote its new burgers. Alongside the burgers were a campaign titled "An Ode to Missed Travels" which had a spot that featured relatable moments in a witty and heart-warming manner. It was also created by Leo Burnett Indonesia and directed by Kiran Koshy of Directors Think Tank in Malaysia, showcasing those who are left behind, stuck at work, nursing injuries or grounded by inclement weather.