Mobile users are addressed according to location and time, for example at lunchtime in the vicinity of a McDonald's branch. Prominently placed out-of-home advertising rounds off the holistic presence. For the promotion of the Friends Menu with the well-known call "It's worth sharing," a mobile-only banner campaign was launched to suit the young target group. Via a WhatsApp share button, users can invite their friends to the Friends Menu with a personal message.

The new Pulled Pork Burger from René Schudel is advertised on the largest online portals using rich media ads. In the animated ad, the burger is slowly assembled ingredient by ingredient, in keeping with the advertising slogan "Probably the slowest burger in the world. Depending on the ad type, the burger is even topped depending on the user's scrolling behavior.

Due to their interactivity, the two digital campaigns allow the target group to access the product in a new way. Initial reporting confirms the success of the digital campaigns, which is also confirmed by Thomas Frésard, Food & Family Manager at McDonald's Switzerland: "The first results are already above the benchmarks set, which is why we will continue to use the ads.

Responsible at McDonald's Switzerland: Thomas Truttmann (VP Marketing, Communications, Public Affairs, Supply Chain), Thomas Frésard (Food & Family Manager), Severine Caspard (Marketing Consultant). Responsible at TBWA\Zurich: Angelo Sciullo (Art Director), Stéphanie Seematter (Graphic Designer), David Voges (Junior Copywriter), Tobias Jean (Digital Consultant), Esther Ortega and Ilenia Peluso (Account). Responsible at Goldbach Interactive (Switzerland): René Schoedon (Creative Supervisor), Jenna Uldry (Junior Consultant), Bunni Kuhn (Senior Frontend Developer), Benedict Ritschel (Rich Media-/Frontend Developer), Sandro Kohler (Senior Art Director Motion Picture).