TBWA\Zurich and McDonald's want to outsmart "No advertising" stickers with Fan Insight
TBWA\Zurich and McDonald’s have come up with an unusual way to get around the coupon ban for the McDeals Weeks in January 2026. The «McDonald’s Coupon Coup» campaign is based on a viral fan moment and uses peel-off stickers for a targeted out-of-home (OOH) activation.
It feels like McDonald's coupons have always been part of everyday life in Swiss letterboxes. Familiar to everyone, but not by a long shot. In German-speaking Switzerland, over 60 percent of households block unaddressed advertising with a "No advertising" sticker. A challenge for a campaign that relies heavily on printed coupons to announce McDonald's biggest deal weeks.
A fan moment as a strategic lever
For McDeals Weeks in January 2026, McDonald's Switzerland drew attention to the campaign in an unusual way. Inspired by the community itself: A photo of a letterbox went viral. It featured a "No advertising" sticker - supplemented by the words "Except McDonald's vouchers". A fan hack that became a meme.
McDonald's seized on this fan moment and made it the central idea of the McDeals Weeks campaign "The McDonald's Coupon Coup". The fan insight was turned into a targeted activation that starts exactly where classic coupon distribution reaches its limits.
A direct detour to the letterbox
Various OOH areas were equipped with removable stickers - designed like "No advertising" stickers, supplemented by the words "Except McDonald's vouchers". Passers-by could take the stickers with them and stick them on their own letterboxes.
In addition, letterbox installations were available in all restaurants, which were a replica of the meme, where additional stickers could be obtained.
"We didn't try to drown out a problem more loudly, but to get around it creatively with an idea from the community itself," says Sandrine de Cerjat, campaign manager at McDonald's Switzerland.
The best deals of the year
The activation is part of McDeals Weeks, the biggest deals weeks of the year at McDonald's Switzerland. Customers can save up to 50 percent via coupon flyers or the McDonald's app.
Responsible at McDonald's Switzerland: Kat Howcroft, Sandrine de Cerjat, Daria Lowe Responsible at TBWA\Zurich: Manuel Wenzel, Sabrina Brandenburger, Mark Taylor, Dorjee Gerhard, Xenia Brahm (Creation), Maryna Pavlichkova-Meier, Jenta Stalder (Consulting), Carmen Aebischer, Noemi Rubera, Toni Rubera, Nicolao Negrello, Domenico Catena (Production) Responsible at TBWA\BUZZ: Margaux Bazarganpour (consulting), Anouk Schaedler (creation) Responsible at Media: Guillaume de Grave, Laetitia Furegati, Guillaume Mousset (OMD), Adriano De Filippo (Goldbach) Photo & Video: Eliad Lienhardt (Director)
