McDonald’s and Cossette Tip Their Hat to Alberta Ranchers This Stampede Season

7/3/2026

Work

1 2 Mc D s x Cossette Stampede Billboard

by Cossette

This Stampede season, McDonald’s Canada is heading into Big Mac Country with a campaign built around a simple realization: one of the most recognizable symbols of Western culture has been quietly hiding one of the world’s most recognizable brand marks all along.

Developed by Cossette, the campaign began with a search for a Stampede idea that felt less like advertising and more like a genuine reflection of Alberta culture. Instead of placing McDonald’s into the world of ranching, the creative team looked closer and discovered the connection was already there.

Shot on Chinook Ranch in Longview, Alberta, and featuring 22-year-old rancher Erin Hughes, the campaign reveals the familiar curve of a cowboy hat as an unexpected echo of the Golden Arches. Growing up on the ranch and now representing the next generation of Alberta cattle producers, Erin brings a personal connection to the land, the industry and the communities behind McDonald’s 100% Canadian beef supply.

“We weren’t interested in adding McDonald’s to Western culture, we wanted to find the place where our worlds naturally connected. When we saw the shape of the hat creating the iconic arches, it felt like we were uncovering something that had been there all along.”

Shona Massey, Associate Creative Director at Cossette.

That discovery became the foundation for a celebration of the relationship between McDonald’s and the Alberta ranchers who have helped supply the brand for more than five decades. Chinook Ranch has been part of McDonald’s Flagship Farmer program since 2019, recognizing the ranch’s commitment to sustainable beef production and environmental stewardship.

1 1 Mc D s x Cossette x Stampede Billboard

“Stampede is an opportunity to celebrate the people who have been part of our story for generations. Alberta ranchers have played an important role in helping us serve Canadians for decades, and Big Mac Country is our way of recognizing that partnership through a creative idea that feels true to the culture and the place.”

Melissa Hains, Director, Field Marketing at McDonald’s Canada.

The campaign is now live across Calgary and throughout Alberta in out-of-home, digital and social channels.

Credits

Client: McDonald’s Canada

Melissa Hains, Director, Field Marketing Laurier Baillargeon, Manager, Field Marketing - Western Canada Kaitlyn Mills, Consultant – West Field Marketing Johanna Molloy, Marketing Consultant

Agency: Cossette

Jordon Lawson, Group Creative Director Shona Massey, Associate Creative Director / Art Director Alex Bonder, Associate Creative Director / Writer Michael Pal, Associate Creative Director / Writer Pam Pam Santana, Business Supervisor Dave Landell, Account Executive Olly Owen, Senior Strategy Director Erin Pongracz, VP, Business Lead Robyn Smith, VP/General Manager Aliya Tarmo, Producer

Production:

Rob Hammer, Photographer Devon Rogers, Digi Tech Sacha Titmarsh, Camera Assist Stephen Hughes, Location Erin Hughes, Talent

Media:

Paul Henderson, Business Director | Strategy Annie Booker, Senior Strategist Kayla Landen, VP of Client Partnerships, Talon Ana Luiza Assis, Planner, Talon