McDonald’s turned to food bloggers to create the recipe for its new premium burger, the Maestro, in the Baltic countries.
The fast-food brand wanted to create a new product that would be relevant to the three Baltic countries—Estonia, Latvia, and Lithuania while attracting a young, urban audience who might not typically eat at the fast-food chain.
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It’s not easy, even for a global food giant, to fully understand the taste preference and mentalities of local communities. And that’s also not something Big Data can really help with. So when McDonald’s wanted to roll out a new regional burger in the Baltic countries, they turned to the most reliable source: local food bloggers.
In its latest campaign, McDonald’s begun by asking the question of what a burger made in the Baltics should taste like. The food bloggers provide the answers, describing common qualities of people who live in the Baltics: “Fiery as the Lithuanian temper,” “Sensitive like the Estonian soul” and “Crunchy: Latvians are born with a pickle in their hands.” Each quality is then linked to an ingredient of the new burger, such as spicy jalapeño peppers and juicy tomatoes, to create a new recipe that would be sure to satisfy the palate of the local communities. At the end of the ad, the influencers conclude that there is more that unites than divides them across their respective countries—as represented by McDonald’s burger.
Advertising Agency: TBWA Latvia
Production Company: Film Angels Production
Director: Janis Nords
DOP: Janis Jurkovskis
Creative Director: Edgars Stanga
Art Director: Inta Brūniņa
Account Director: Linda Erdmane Ozoliņa
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