Reinvent poutine? McDonald’s did that
7/4/2024
Work
by
Cossette
This summer, McDonald’s Canada is introducing the new Chicken Nacho Poutine, exclusively for Quebecers. Our “We Did It!” campaign turns this launch into an epic celebration.
For real, putting nachos in a poutine—it's a bold move. Inspired by Comic-Con —where super fans gather — we crafted a campaign that leverages the electrifying and frenetic atmosphere of such events to introduce the new poutine.
Marc-André Vigneault, Associate Creative Director at Cossette
The spirit of Comic-Con at the heart of the strategy
Picture the buzz leading up to a major event like Comic-Con. That's exactly the electric vibe we aimed to capture. Our campaign is all about thrilling the crowds, who are eager to experience this revolutionary poutine.
Results that exceed all expectations
The numbers speak for themselves: our launch post quickly went viral, generating over two million views and 50,000 shares on McDonald’s Canada’s Instagram and TikTok accounts. These impressive results showcase the huge impact of our bold approach.
Launched in Quebec on June 18, the campaign includes multiple touchpoints: posters, web banners, and content for radio, television, and social media.
Credits
CLIENT: McDonald’s Canada
SENIOR MARKETING DIRECTOR, BRAND STRATEGY: Mélissa Hains
MARKETING DIRECTOR: Suzanne Grondin
REGIONAL MARKETING SUPERVISOR: Andréanne Gilbert
CREATIVE AGENCY: Cossette
CHIEF CREATIVE OFFICER, COSSETTE EAST: Anne-Claude Chénier
EXECUTIVE CREATIVE DIRECTOR: Alexandre Gadoua
CREATIVE DIRECTORS: Cédric Audet, Marc-André Vigneault
CREATIVE: Christian Jomphe, Michel Compagna, François Hiron, Simon Provencher-Girard
ACCOUNT SERVICES: Natalie Azoulay, Laurence Veillette
STRATEGY: Carl Bou Abdallah, Cleo Tellier
CONTENT STRATEGY: Antoine Cormier
CONTENT MANAGER: Amina Diallo-Lebreton
SOCIAL ANALYST AND COMMUNITY MANAGER: Farah Chaou
AGENCY PRODUCTION: Septième – Vicki Gagnon
PRODUCTION: Cinélande – Geneviève Sylvestre
DIRECTOR: Jean-François Asselin
POST-PRODUCTION: Post 430 – Laura Derrey
EDITING: Guillaume Choquette
COLOURIZATION: Thomas d’Auteuil
ONLINE EDITING: Jennyfer Potvin
SOUND: Lamajeure – Jacob Gauthier Robitaille
DESIGN: Lionel Michée
PRODUCTION ARTISTS (SEPTIÈME): Martin Lemay, Eric Verrier, Daniel Cartier
MEDIA AGENCY
OMD
PR AGENCY
Weber