Battle of the year

The McRaclette belongs to McDonald's like the bear to Switzerland. And with its raclette cheese, it is the undisputed champion among guests. It's high time he had a challenger - the McChutney Cheese from celebrity chef René Schudel. The two burgers are represented by none other than The McRaclette Bear and René McChutney Cheese Schudel.

In the course of this, TBWA\Zurich realized the McRaclette Battle, which offers the viewer everything that turns classic boxing matches into great happenings - a press conference with the opponents, preparation videos and finally an epic finale. In addition, there will be entertaining backstories about the McRaclette Bear and René McChutney Cheese Schudel over the course of two weeks.

Severine Caspard, campaign manager at McDonald's, says: "We are delighted with a campaign that relies on consistent storytelling across all channels. The young target group is picked up with exciting content and enthused about the two burgers. This has rarely been seen before in Switzerland." The cross-media campaign also includes a national poster flight, online advertising media, and a promotional tour of the bear through numerous McDonald's restaurants.

Responsible at McDonald's Switzerland: Aglaë Strachwitz (Marketing Manager), Severine Caspard (Senior Marketing Consultant), Christel Gachet (Social Media Consultant). Responsible at TBWA\Zurich: Bruce Roberts, Manuel Wenzel, Bettina Klossner, Tizian Walti, Gaston Filippo, Stephanie Seematter (Creation), Stephan Lanz, Danijel Sljivo, Esther Ortega (Consulting), Tobias Jean (Digital), Agnes Meier, Toni Rubera, Martin Baumann, (Production), Ilonka Galliard (Art Buying). Responsible at Shining Pictures: Stefan Bircher, Caroline Braun, André Agustoni (Production), Rolf Hellat (Director) Jan Mettler (DoP). Responsible for photography: Cyrill Matter. Responsible at OMD: Adrian Thomann and Simona Bujnova. Responsible at Goldbach Interactive: Claudia Dörr. Responsible at Yjoo Communications: Nina Krucker.