McDonald’s Canada and Cossette finally bring hockey legend Martin Brodeur to Montréal | Cossette

McDonald’s Canada and Cossette finally bring hockey legend Martin Brodeur to Montréal


Angus BBQ

In the latest collaboration between McDonald’s Canada and creative agency Cossette, hockey legend Martin Brodeur faces off against a Canadian cowboy to celebrate the launch of the new Montreal Steak Spice BBQ Mighty Angus burger.

“In developing the new ad campaign, we wanted to pay tribute to the iconic ingredients of the limited-time offer Montreal Steak Spice BBQ Mighty Angus burger, which pairs the 100% Canadian Angus beef with a much loved flavor from Eastern Canada, says Antoinette Benoit, Chief Marketing Officer at McDonald’s Canada.”

Filmed in Old Montreal in the middle of winter, “The Mighty Duel” showcases what happens when a cowboy—mounted on a horse—tries to score on Brodeur in a specially designed hockey goal. Ahead of the duel, a 300-square-foot surface had to be maintained everyday for over a week.

“This campaign defines what it means to be ‘mighty’ by bringing together some of the toughest stars of the West and the East for a never-before-seen competition, says Patrick Michaud, Associate Creative Director at Cossette. Building on last year’s effort where a cowboy raced Montreal Canadien Shea Weber, we knew we needed something even mightier to introduce the Montreal Steak Spice BBQ Mighty Angus.”

The national 360° campaign includes 15- and 30-seconds TV spots, preroll and web videos, social media ads and Snapchat lenses, prints and OOH executions. 

Open-ended spots redirect consumers to where they can view the challenge from the perspective of the cowboy or Brodeur and find out who came out on top in the Director’s Cut. They can also access a series of behind-the-scenes photos and videos to learn more about the making of the duel and the contestants.

Although Brodeur ultimately won the challenge, he admitted to being impressed by his opponent’s shooting power. Montreal hockey fans will be thrilled to know that he was very proud to represent his birth city.


Client: McDonald's Canada
Agency: Cossette
Media Agency: OMD
Public Relations : Weber Shandwick
Production Company : Roméo & Fils
Post-Production : MELS
Music : Cult Nation
Sound : Studios Apollo

About Cossette

Cossette is a fully integrated marketing communications agency that offers a complete range of cutting-edge communications services. It’s a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy magazine in 2016 and 2017. The agency currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit

About McDonald’s Canada
In 1967, Canadians welcomed the first McDonald's restaurant to Richmond, British Columbia. Today, McDonald's Restaurants of Canada Limited has become part of the Canadian fabric, serving close to three million guests every day. Together with our franchisees, we proudly employ nearly 100,000 people from coast-to-coast and approximately 85 per cent of McDonald's 1,400 Canadian restaurants are locally owned and operated by independent entrepreneurs. Of the almost $1 billion we spend on food, more than 85 per cent is purchased from over 100 suppliers in Canada.


For more information:

Roxanne Chaudier
514 827-8315