McDonald’s : Same same but different.

At the start of 2022, McDonald’s refreshed their classic burgers with a new way of preparing them. The onions were now cooked with the meat for extra juiciness, they got a new bun which was toasted for longer and they cooked less meat patties at a time so that when it’s placed in your burger it’s even hotter and melts the cheese. This concept started with a simple question around the brief: Are these burgers the same or not? The debate we had internally formed this whole campaign because it was actually a difficult question to answer.
On one hand, YES these are the same burgers you’ve always loved with the same great taste but on the other… NO because they’ve been upgraded, they’re now hotter, juicier and tastier. Our conclusion was that by enhancing the cooking process we made those burgers more of what they already are. The Big Mac is now even more of a Big Mac, the Double Cheeseburger is now even more of a Double Cheeseburger and the QPC with cheese is now even more of a QPC with cheese.
It’s the classics, made better.